This is the key to my article “Language and the entrepreneurial university.” How did we get here without realizing it? I saw the signs of it in the 70s and then 80s, and I felt the change happening in the 90s and early 00s but did not understand it, although I had a couple of realizations. Books were coming out on it by then and I read good review essays on them, yet somehow did not connect them directly to my own experience. Even the 2008 crisis did not get me to understand, really. It took my experience on Faculty Senate in 2012-2013, watching how power was flowing and what kind of decisions were being made, to truly understand. How did we get here without fully realizing what road we were walking down? I have been wondering. It is that neoliberalism has these technologies of hiding what it’s doing by recreating you within it. I’d been thinking it was working by euphemism but there is more.