Adorno saw the culture industry as an arena in which critical tendencies or potentialities were eliminated. He argued that the culture industry, which produced and circulated cultural commodities through the mass media, manipulated the population. Popular culture was identified as a reason why people become passive; the easy pleasures available through consumption of popular culture made people docile and content, no matter how terrible their economic circumstances. "Capitalist production so confines them, body and soul, that they fall helpless victims to what is offered them." The differences among cultural goods make them appear different, but they are in fact just variations on the same theme. He wrote that "the same thing is offered to everybody by the standardized production of consumption goods" but this is concealed under "the manipulation of taste and the official culture's pretense of individualism". By doing so, the culture industry appeals to every single consumer in a unique and personalized way, all while maintaining minimal costs and effort on their behalf. Consumers purchase the illusion that every commodity or product is tailored to the individual's personal preference, by incorporating subtle modifications or inexpensive "add-ons" in order to keep the consumer returning for new purchases, and therefore more revenue for the corporation system. Adorno conceptualized this phenomenon as "pseudo-individualisation" and the "always-the-same".