It prevents you from realizing that you share problems with the vast majority, preventing many people from becoming class conscious. And if they do realise these problems they'll gravitate towards individualistic solutions to systemic problems (for example: climate change is the consumers fault, just buy your way out of it), for which capitalism swoops in to provide a product/service to give the illusion of "I'm doing my part".

It's also unnatural and doesn't go well with the fact that we were never supposed to live this way.