It goes to show that Capitalism will always reproduce itself no matter the small nuisances that grows on it. The Superstructure (id est culture in this case) of Capitalism will always try to twist any deviations of such to fit the current particular as it manifests itself (id est being Neo-Liberalism as its current form). And when it can't twist any deviations to the point of conformity (always poising it as the deviation became "mature and cultured"), they will try to kick them out and destroy any credibility they had to begin with. This is the world of Capital, and to wish it to "stop being cruel" will only cause pains and unnecessary suffering, but to start fighting against it and to abolish (supersede) it will bring the meaningful change against the crassness of Capital.