Yes, agree with all this totally! A sticky net is exactly right.
And these are also exactly the reasons it is incredibly useful to a late-capitalist right wing economic culture, in which it is a huge boon for people to be endlessly obsessing and focusing in on themselves and their “identities” — and most especially, on how they can purchase stuff that displays their “identities”.
If you can render the population ever more self-obsessed, atomised, anxious and divided, that’s fantastic for late capitalism, because it prevents its populations realising the ways the system economically and socially exploits them.
Keeps them fragmented and inward-looking — instead of being politically “woke” in the original sense, in which you are “awake” to systemic injustice within the wider culture (not just race, but all the big systemic issues of inequality and crisis caused by capitalism — ecological crisis, global capitalism, the big systems of inequality in race, sex, culture, politics).