The rise of mass production occasion this universalization of middle class norms upon workers in a way that had not been true in earlier phases of industrial capitalism. The Ford Motor Company's Department of Sociology which intervened into the most intimate aspects of workers lives to ensure the reproduction of a very particular type of worker. This was a moment when both the ideology and real material dynamics of efficiency at the bottom of production were of the utmost does the contemporary auto industry practice such care anymore around its workers will know.