Awaiting a therapy session with a gestalt psychologist, I reflect upon psychoanalysis. Coleridge imports the Unconscious into English after study of German philosophy. Freud sets this concept at the center of his project, his newly-founded science, psychoanalysis. The latter attempts a secular-scientific grasping of the Unconscious. Freud had a practice. He was a therapist. He was paid by clients. He treated patients. Psychoanalysis is a technology of the self. The therapist is one who applies a treatment, a cure for individuals suffering new illnesses of modernity: neuroses and psychoses. Before psychoanalysis, treatment of mental illness was a duty performed by clergy, or by “madhouses,” institutions invented by the State. Freud’s “talking cure” is an attempt to heal individuals who, in other times, would have been handed one-way tickets to board Ships of Fools or subjected to some other means of solitude and confinement. Psychoanalysis happened: it was put to use as a state apparatus, it was absorbed into institutions, it became part of the technocratic machinery of Western modernity. The mid-twentieth century was the age of psychoanalysis. The latter shaped the way the century thought itself. Freud fed into the development of public relations and advertising, especially through the influence of his nephew, Edward Bernays. According to French Marxist Louis Althusser, however, these uses were all betrayals of Freud’s revolutionary discovery. “The fall into ideology,” he writes, “began…with the fall of psycho-analysis into biologism, psychologism, and sociologism” (“Freud and Lacan,” p. 191).