The point is that today the apparatus to which the individual is to adjust and adapt himself is so rational that individual protest and liberation appear not only as hopeless but as utterly irrational. The system of life created by modern industry is one of the highest expediency, convenience, and efficiency. Reason, once defined in these terms, becomes equivalent to an activity which perpetuates this world. Rational behavior becomes identical with a matter-of-factness which teaches reasonable submissiveness and thus guarantees getting along in the prevailing order.
— herbert marcuse, “some social implications of modern technology” (1941)