It's probably more because self help is a better vessel for right wing ideas since it focuses on the individual and encourages people to ignore structural factors influencing their lives rather than the left "avoiding" grifting people. The existence of the market doesn't necessitate pursuing it either, since to be similarly effective you're basically asking the left to operate like the right.
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Studies show that when a given norm is changed in the face of the unchanging, the remaining contradictions will parallel the truth.
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