The design of the product and how it is produced are determined, not by the producers who make it (the workers), nor by the consumers of the product (the buyers), but by the Capitalist class, who, besides appropriating the worker's manual labour, also appropriate the intellectual labour of the engineer and the industrial designer who create the product, in order to shape the taste of the consumer to buy the goods and services at a price that yields a maximal profit. Aside from the workers having no control over the design-and-production protocol, alienation (Entfremdung) broadly describes the conversion of labour (work as an activity), which is performed to generate a use value (the product), into a commodity, which—like products—can be assigned an exchange value. That is, the Capitalist gains control of the manual and intellectual workers, and the benefits of their labour, with a system of industrial production that converts said labour into concrete products (goods and services) that benefit the consumer.