Eva Illouz is professor of sociology at the Hebrew University in Jerusalem. Her books include Why Love Hurts: A Sociological Explanation, Cold Intimacies: The Making of Emotional Capitalism, Consuming the Romantic Utopia: Love and the Cultural Contradictions of Capitalism, Saving the Modern Soul: Therapy, Emotions, and the Culture of Self-Help, among others.
The ideology of the pure gift is not foreign or extraneous to the monetization of relationships.