McMindfulness - how capitalism captured the mindfulness industry

A great piece in The Guardian by David Forbes, an extract from his forthcoming book "Mindfulness and its Discontents" from which I further extract a few chunks:

On the internet is an image of Ronald McDonald, the McDonald’s hamburger icon, seated in a lotus position. Some Thai Buddhists see this in literal terms as disrespectful to the Buddha...The technical, neutral definition of mindfulness and its relativist lack of a moral foundation has opened up secular mindfulness to a host of dubious uses, now called out by its critics as McMindfulness...Instead of letting go of the ego, McMindfulness promotes self-aggrandizement; its therapeutic function is to comfort, numb, adjust and accommodate the self within a neoliberal, corporatized, militarized, individualistic society based on private gain...McMindfulness aims to reduce the stress of the private individual and does not admit to any interest in the social causes of stress...it does not grasp that an individualistic therapized and commodified society is itself a major generator of social suffering and distress. Instead, the best it can then do, ironically, is to offer to sell us back an individualistic, commodified “cure” – mindfulness – to reduce that distress...Meditation apps monetize mindfulness; Headspace’s revenue is estimated at $50m a year and the company is valued at $250m.