There is a psychological condition at work: organized psychopathy.
If power is measured by marching hordes of people off to war, sacrificing themselves in the name of a natural identity, it is necessary to create an “ap” for that. It is necessary to make a market for it.
Deliverable assets can be made to exist in plentiful supply, like labor, typically having no assets except the surplus value of capital they must rent to own. Laborers apply to rent the capital. They must conform on demand to occupy space over time. Your identity is your occupation and is likely determined by organizational design, bureaucratically organized for stable, routine tasks, yielding to an elite identity in large volume, building an economy-of-scale efficiency over time.
Nobody forces anybody to apply for a job. (Jobs are created by surplussing capital and filled by market mechanics, which is organized to determine optimal application of the risk, providing the incentive to work on demand.) Capitalism claims its on-demand identity is not coercive (but just take a look at the Hobby Lobby decision). For the capitalist, however, the more supply of labor there is the more coercive the identity on demand (which is why economic elites are saying we need immigrants to fill high-tech jobs on demand–it fits the coercive identity of capitalism).
The roles can be reversed, however. It is possible to ensure a free market in priority. We can deconsolidate the economy-of-scale, risk dimension that makes the market so labor is routinely surplussed, plentifully supplied and organized to perform on command without much resistance to the false argument of an on-demand existence.
It is possible to exist on demand, demanding the elite yield to the aspirations of an identity that naturally conserves the rights of humanity, peacefully and prosperously, or fail the test (the empirical confirmation) of existing on demand.