Capitalism is the frame: it doesn't, it never, gives us what we desire, it commands us - via its incessant super-egoic injunction to 'enjoy', even when 'enjoying' is out of the question - in how to desire.
capitalism feeds the false self, reinforeces the most greedy, selfish and vain parts of that false self.
It isn't as simple as saying no, as engaging in 'conscious' denial. Emotions can only be overcome by yet stronger emotions.
Emotions can be overcome by meditation and various excercises.
yes it can be as simple as saying no -- refusing to engage in the hamster wheel of capitalism is a very simple act. so is turning off one's television.
there are many such simple things people can do to incrementally get rid of conditioning, overcome mind-control a little bit at a time, and gradually see through the lies that we are told.
but the underlying thing is that theorists by definition are not interested in simple, straight forward workable solutions. because these simple, workable solutions 1. don't sound smart enough and 2. requires dillegence, dedication, discipline -- too much work.
such an approach is what perpetuates, strengthens capitalism - it leads to just yet another ego-boosting 'lifestyle', yet another market niche, creating the rather sad illusion that you've 'beaten the system' when in fact you're even more colonized and enmeshed in it, a committed agent of its further expansion. Capitalism creates/created what we now term 'the individual', the construct it desperately feeds on.
according to this, any attempt at "de-coding" will only lead to an even more pernicious re-coding by capitalism. this view is entirely based on the nihilistic and defeatist assumption that there is nothing outside of capitalism.
this is the truly sad view of the world.
how sad to deny the existence of a spirtual life outside of work-consume-die.
how sad to negate that it is possible to, through spiritual work, reduce capitalism's control over us and our "flows".
how sad to refuse to acknowledge our inherent (albeit weakened) ability to, completely and totally, resist.
this is a view which disempowers, promotes hopelessness, provides no valuable answers, no workable solutions, and leads to nothing but further obfuscation, confusion, and befuddlement in a maze of self referential dead end theories. the end result of which is stasis and the inability to act - an ultimate surrender to capitalism.