It’s not really about that; it’s more about not being able, as a society overall, to hold on to value structures that previously offered an alternative “narrative” to capitalism (the church, the state, the family, etc.). Individual people or communities might choose to live more or less part of the “city/screen media” version of postmodernism/late capitalism. But trying to abscond from the trappings of modernity still doesn’t bring back a world where the “grand narratives” of truth, certainty, moral values, and so on, could be depended upon.
Living close to nature as a sheep farmer in the Hebrides, or choosing to become a devout Anglo-Catholic, or trying to establish an artisanal commune, or whatever, doesn’t stop Trump from doing what he feels like with the idea of a stable world order, or make AI stop infiltrating every aspect of computerisation, or stop massive derivatives trades putting the entire global economy at risk.
It doesn’t re-input all those previous value structures and certainties about truth, knowledge, good and evil, power and enlightenment back into global or local existence. It doesn’t stop you being subject to the operations of capitalism; it’s just a way of pretending that it’s not happening. Late capitalism is horrifying precisely because it dupes you into not seeing what it does any more. You can’t run away from it by cleaving to a pretend version of the past, or by trying to forget it: that’s what it wants (as it were).
For cultural materialists, the only way out is to stay alienated from capitalism, and keep on experiencing the alienation and the discomfort. Perhaps this then may allow us to bring about some form of resistance to it; but many post-Frankfurt-School Marxists and cultural materialists are pretty sceptical about whether we can envision what resistance to it, or even revolution, might look like in advance (they acknowledge that “classic” modes of Marxist revolution risk just perpetuating the system, since they can’t envisage true freedom from within the capitalist structure).
But to try to forget capitalism is just to succumb to becoming an unwitting part of it.
(I did say this was not a cheerful form of thought….!)