A long, powerful essay in The Baffler about the new antitrust actions against Big Tech in the US and the parallels being drawn with the tobacco trials of the 1990s. I agree with its core claim, that equating the problem Big Tech poses with a personal addiction one (a position promoted inter alios by the documentary The Social Dilemma) minimizes the issue of economic dependency and the power it confers on the gatekeepers of key digital infrastructure. I have argued previously that this is at the heart of popular mistrust of the big platforms. However, the pursuit of the tech giants in court risks to be hobbled because of the lasting effect of neoliberal thought on antitrust architecture in US jurisprudence and regulation. Concentrating on consumer prices in the short run risks missing the very real ways in which tech companies can exert systemic social power. In their quest to rein in Big Tech, US lawmakers and attorneys will be confronted with much deeper and more systemic political economy issues. It is unclear they will be able to win this general philosophical argument against such powerful special interests.