If we read "happiness" as "having needs satisfied", then much of our capitalist belief system appears insane. If we read "happiness" as dopamine and sugar flow rates in a Loser Production Machine, then our systems make perfect exploitive sense. Replace "exploitation" with "loser production", and the typical 'winners' no longer appear heroic for being lucky and rich. Their goal may be to succeed at accumulating capital, but the actual process output is maximum number of victims (oops..I mean "customers").