Tom Frank's first book, The Conquest of Cool -- a cleanup of his dissertation, if I remember right -- is about the deadly co-optation of counterculture rhetoric by megacorporations. His writing from that time is still worth reading. Here's some:
If you're unhappy with your lot, the Culture Trust tells us with each new tale of [Henry] Rollins, if you feel you must rebel, take your cue from the most disgruntled guy of all: Lift weights! Work hard! Meditate in your back yard! Root out the weaknesses deep down inside yourself! But whatever you do, don't think about who controls power or how it is wielded.
That's not entirely fair to Henry Rollins, I think, but most of the buckshot hits its target.