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[A] probing and nuanced study of the latter-day evangelical romance with free-market capitalism...Wal-Mart's folksy illusion relied in part on making store workers feel like family; in particular, on making female workers feel valued as wives and mothers. Moreton does an excellent job of digging beneath Wal-Mart's carefully imagineered vision of the rural good life. She not only recounts labor abuses such as the company's notorious failure to promote and reward women but also stresses how the company appealed to white Americans' feelings of entitlement...Its workers and the customers they served—often "friends, neighbors, and loved ones"—were the same: white Ozarkers nostalgic for a wholesome, more homogeneous, and largely imaginary yesteryear, for a past in which the best opportunities were reserved for people like them.
— Maud Newton