Integral to the modern paradigm of cultural critique is an entropic vision of the `completion' of modernity reaching from Heidegger and Adorno to Debord and Baudrillard. Are contemporary cultural developments to be grasped in terms of this `completion' or do we need a more open-ended account of capitalism and culture? The article examines two key aspects of contemporary culture, both tied to processes of aestheticization and commodification since the 18th century: the progression from the culture industry (Adorno) to the aesthetic (...) economy (Böhme), premised on the creation of aesthetic value in addition to use and exchange value; the progression from the `age of the world picture' (Heidegger) to culturalism, in which the culturalization of nature and history responds to the reduction of nature and history to standing reserves. (shrink)