"I laugh when I hear the humanists whining about the reduction of people
to ciphers. What makes them think the destruction of men complete with
tricked-up names is any less inhuman than their destruction as a set of
numbers? I have already said that the obscure antagonism between the
would-be progressives and the reactionaries boils down to this: should
people be smashed by punishments or by rewards? As for the reward of
celebrity, thanks for nothing!" – Raoul Vaneigem, The Revolution of Everyday Life, Chapter 15 (Roles), Section 5.

More seriously:

"When people are overtaken by joie de vivre they are lost to leadership
and stage management of any kind. Only by starving the revolutionary
masses of joy can one become their master: uncontained, collective
pleasure can only go from victory to victory." – same as above, Section 6.