In the era of free enterprise, the so-called era of individualism, individuality was most completely subordinated to self-preserving reason. In that era, the idea of individuality seemed to shake itself loose from metaphysical trappings and to become merely a synthesis of the individual's material interests. That it was not thereby saved from being used as a pawn by ideologists needs no proof. Individualism is the very heart of the theory and practice of bourgeois liberalism, which sees society as progressing through the automatic interaction of divergent interests in a free market. The individual could maintain himself as a social being only by pursuing his own long-term interests at the expense of ephemeral immediate gratifications. . . . The bourgeois individual did not necessarily see himself as opposed to the collectivity, but believed or was prevailed upon to believe himself to be a member of society that could achieve the highest degree of harmony only through the unrestricted competition of individual interests.
Max Horkheimer, Eclipse of Reason














