The problem is that since the 1980s, when everyone from ailing sporting institutions to individuals desperate for work turned to the corporations for support, the brutal and ruthless practices of the corporations have permeated everything.
Now they own everything from small businesses to football, basketball, and cricket.
Anything that makes a profit or has influence is owned by the corporations.
This is why you hear the constant refrain "work harder" from all your sporting heroes.
This is our corporate masters cracking the whip.
Of course all of this is done by stealth in order to maintain a veneer of innocence.
Everyone is aware of what their bosses require of them at work.
But they cannot control us at home.
More and more people are using the internet to express their ideals.
This is a kind of protest against the brutal philosophy of our corporate bosses.
The anonymous nature of the internet makes it possible for individuals to amass collective power without risking reprisals.
And the corporate powers can do nothing to stop it.