I love HRO. For Carles, nothing exists in the world but memes, lifestyles, self-expression and cultivating a ‘relevant’ personal brand. He takes these imperatives to the extreme in a grotesque display of the futility and nihilism of late capitalist consumer culture.
Carles overidentifies with it, self-immolating in it in protest. The rest of us maintain a false inner distance from this ruling ideology, pretending that our self-cultivation has a more noble, meaningful purpose.