The ideal of the “festival of resistance” with its crazy music and giant puppets is, quite consciously, to return to the late medieval world of huge wickerwork giants and dragons, maypoles and morris dancing; the very world the Puritan pioneers of the “capitalist spirit” hated so much and ultimately managed to destroy. The history of capitalism moves from attacks on collective, festive consumption to the promulgation of highly personal, private, even furtive forms (after all, once they had all those people dedicating all their time to producing stuff instead of partying, they did have to figure out a way to sell it all); a process of the privitization of desire.