First, we can start with changing the stories that we tell. There are many different ways to describe any given society or economy. To do this, we use theories--stories that we tell each other about how the world works and about our places in it. Every version of a story highlights certain things while hiding others--no single story can possibly tell "the whole truth."
While he begins saying every story contains truth but none contains the whole truth, he cannot deal with his topic on those terms. Instead he has to tell The Story of Evil Capitalism.
No matter how you cut it, the Market and the State define all possible "economic" space in this story. Other kinds of activities that meet human needs--growing food, giving birth, bartering, caring for elders, gift-giving, etc.--are not seen as economic, but rather social activities, "recreations" or "hobbies" that are marginal at best to the real economy. The real economy is where real wealth--capital--is generated, distributed, and accumulated. The real economy (now that State Communism is "dead") is named "Capitalism", a giant system like the weather--beyond our control and understood by only the most elite "experts".
Cue Count Floyd: "Tonight on Monster Chiller Horror Theater we've got somet'ing real-l-ly scary, kids; it's Milton Friedman's Free to Choose. Ow-oooo!"
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