Oh, how the capitalists would have loved to invent someone like Zizek, with his provocative and controversial ideas, his ability to generate endless debates and discussions, and his cult-like following! They would have created a brand out of him, a commodity to be sold and consumed like any other.
But alas, Zizek did exist, and they had to make do with what they had. So they did the next best thing: they commodified his ideas, turning them into products to be bought and sold. Zizek's books became bestsellers, his lectures were turned into online courses, and his image was plastered on t-shirts and other merchandise.
The capitalists realized that in order to sell Zizek, they had to package him in a way that would appeal to the masses. They turned him into a celebrity, a guru, a messiah of sorts, whose every word was gospel. They manipulated his message, toning down the more radical elements and focusing on the more marketable aspects.
But Zizek, ever the clever one, was not fooled. He saw through the capitalist machinations, and used his fame and influence to subvert their efforts. He refused to be pigeonholed, to be reduced to a single idea or slogan. He continued to speak truth to power, even as the capitalists tried to co-opt his message and profit off of his name.
In the end, the capitalists may have succeeded in turning Zizek into a brand, but they could not control him or his ideas. He remained a thorn in their side, a rebel who would not be silenced or tamed. Zizek may have been invented by the capitalists, but he will always be his own man, a force to be reckoned with.