Part of me agrees with you, but another part of me hesitates to dehumanize anyone, as that way lies madness.

I'm reminded of the film They Live (1988). The protagonist, Nada, seeks a job at a construction site, as that is his trade. Due to the union, the foreman can only hire Nada as a day laborer, as Nada is not in the union. His way of life is gate-kept by powerful interests controlling the hiring process, and access to capital is constrained by these interests. By the time Nada obtains the sunglasses, he has already lost that job and is well down the path of becoming radicalized. Ironically perhaps, he first heard about the group producing the sunglasses when they hijacked the TV signals to essentially advertise their ideology.

Once Nada acquires the glasses, he could be said to be enlightened, but I also view it as a sort of cautionary tale, considering how the film ends for Nada. Along the way, he sees through all of the ads, and in fact much of the surrounding content itself rings hollow for him. His actions are reminiscent of Ted Kaczynski in this context. Why didn’t he instead seek to join the union? Were the glasses actually what they purported to be, or were they a kind of rose-colored glasses that were designed to manipulate the wearer just like the advertisements did, but while making them believe they were seeing things more truly? Nada thought he was acting under his own agency before putting on the glasses, and yet he so readily trusted that he was still after putting them on, while adopting an anti-capitalist, anti-authoritarian ideology as part of an underground fringe group.

Perhaps Nada was just tired of being part of the system, but by rage quitting as he did, we as the viewer are led to believe he goes out in a blaze of glory, but I view his exit to stage left thusly as “full of sound and fury, signifying nothing,” to quote the Bard of Avon. There is no exit from capitalism that way, if there is any alternative at all if capitalist realism holds true, and Nada’s final line is perhaps an admission that he was himself used all along, and he was simply tired of scraping by and being in scrapes. He had gone down the path he was on as long as he was willing to go, and there was no way back, as he was already too far gone to come back.

I’m reminded of the is/ought distinction, and I’d make a similar distinction between advertisements/content. Content is itself a similar kind of appeal to believe or think about concepts and ideals and ideas that come from outside ourselves. Due to the power of belief, capital seeks to gate-keep access to content, and advertising acts as a sort of escape hatch, blow-off valve, or side door through which access to those seeking content are able to be reached, accessible for a fee. It’s not exactly ideal, and not without its own hidden costs to the buyer or seller.

Lack of capital is the conflict that leads to the crisis in Nada’s life, but I wish that his story had a happy ending. I feel that Nada was perhaps less free after putting on the sunglasses than he was before, as strange as that may sound. He fell for a classic blunder, believing that he actually was immune to advertising, rather than being sold an even bigger lie: that he could (only?) effect change through violence, that his life was no longer worth living.