One of the problems with modernity is precisely its ability to absorb successive waves of reaction against itself, and integrate them into its basic cultural structure. Slavoj Žižek both analyzes and exemplifies this lamentable characteristic of the modern: why do we buy organic apples that are both more expensive and less good than the pesticide-sprayed ones? It is because capitalism has absorbed anti-capitalist environmentalism and turned it into a way of making even more money. Why do we watch Žižek clips on youtube? Similar reason.

https://sancrucensis.wordpress.com/2015/01/14/in-defense-of-a-certain-kind-of-story-about-the-origins-of-modernity