We all do it. We talk about capitalism as if it’s a thing, which has ‘qualities’ like being blind, insane, reckless, psychopathic etc and we impute motives to it as if it has living desires and aims. We turn it into a thing –reify it – because a concrete entity is easier to conceptualise and relate to. But in doing so perhaps we turn the ‘thing’ into a monster, a golem that looks unbeatable. Would it be better to avoid this kind of talk, and refer instead to social relationships and unwritten agreements, thus perhaps demystifying and diminishing the task to a more human scale?