In this article, we integrate Nietzsche’s visions of self-overcoming with a Žižekian toolbox to explore how ‘market-based progress’ is upheld through a fabric of ideological fantasies. Through an analysis of Huel, a nutritionally complete British food brand aligned with progressive and techno-utopian discourses, we reveal a fantasmatic structure centred on pragmatism, the search for unassailable truth and continuance of a prehistoric legacy. These fantasies function as illusory support for acceptance that humanity’s great overcoming is singularly achieved through market logic and ethos. Here, a fetishistic inversion centres on subjects believing that the detached spectatorialism of consumption is closer to the act of the Nietzschean ‘Overhuman’ than it is to its inverse, the ‘last human’. This article provides the parameters for how ideological fantasy insulates the market from its material deadlocks and concludes with a conceptualization of the post-sovereign consumer’s subjectification along the fantastical contours of market-based progress.

在本文中，我们将尼采的自我克服愿景与Žižekian工具箱相结合，以探讨如何通过一系列意识形态幻想来维持“基于市场的进步”。通过对Huel（一个营养丰富的英国食品品牌，与先进的和技术乌托邦式的话语保持一致）的分析，我们揭示了一种以实用主义为中心的幻想结构，对无懈可击的真理的追求以及史前遗产的延续。这些幻想为人们接受接受接受幻想的支持，即人类的巨大克服是通过市场逻辑和精神单独实现的。在这里，拜物教的反演集中于主题，他们认为，独立的消费主义观更接近于尼采的“超人”行为，而不是相反的“最后一个人”。