The billionaires and their bloggers have finally discovered dialectic materialism. Marx had the same view of consciousness:

https://www.marxists.org/reference/archive/stalin/works/1938...

They'll co-opt anything if it raises the IPO price.

Marx ultimately had the same aim, the same MO - encourage people to believe whatever vacuous bullshit you can gin up that helps you gain power. Once you’re in charge, it doesn’t matter if it was all a lie, and you can just get rid of anyone who dissents.