As Ulrich sees it, the creative class is marginalized because it has voluntarily given up the very things that give comfort to traditional marginalized groups. Creatives are alienated not at the level of the political, the economic or the social, but at the most basic human level. If the life of the poor is not the life we imagine for ourselves, it plays out as a parody of that life, following the same rituals of family, church, marketplace, and the political. At the center of all these rituals are the comforts of home, place, and humanity. Where the old alienation could be said to take place in a geographic location, the new alienation of the creative class is played out in lonely hotel rooms across the globe. And why is the creative class so alienated? Because it has chosen to be alienated in order to keep up with the dictates of money and success.