. As Slavoj Žižek argues, the superego injunction no longer takes the condemnatory form of “do not enjoy” but instead commands “Enjoy.” Crucially, this is not a liberation of desire, but its reorganisation. Enjoyment becomes obligatory, structured through specific channels, and its failure produces guilt. The subject is no longer constrained by limits, but by the impossibility of satisfying this demand. In this way, neoliberalism exerts control by engineering desire, directing libidinal investment while maintaining the underlying lack that sustains it.