As a form of controlled chaos, capitalism has undergone many transformations. For instance, the desire to promote products has gradually been replaced by a desire to promote the desire for products through the invention of a universal consuming self. However, one could be forgiven for not having noticed another, more nuanced change. The company name, once appended to the product as a brand to distinguish it from competitors, has now become the sign of a self-sufficient entity with its own life - the corporation. Instead of the desire for the desire for products, we now have the desire for production itself, an entirely new form of relation between the consuming self and capital, a relation that was nevertheless already prefigured, as we shall see, in capital's earliest forms.