"If the tyrant (or 'hidden persuader') manages to condition his subjects (or customers) into losing their original wishes and embracing ('internalising') the form of life he has invented for them, he will... no doubt have them feel free... But what he has created is the very antithesis of political freedom."
Isaiah Berlin, Two Concepts of Liberty, 1958 [Isaiah Berlin, 'Liberty', Oxford Universit Press, 2005, p. 186]
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