Leaving aside the psychoanalytic challenge that I see at once protesting any collapse of theoretical concepts into a 'collective' with commensurate theoretical problems of subjectivity, agency and the unconscious involved in a translation of these concepts from the individual to group scale, how might we see the concept of the individual as always-already presupposing a collective? That is, can we really understand the individual/collective binary as a hard and fast distinction anyway? To what extent do these individualizing imperatives found in consumer advertising (e.g. "if you use [read: buy] X detergent, YOUR clothes will be super soft! [and hence YOU as an individual will be happier]) have always assumed a silent collective to which the individual is invited to participate (e.g. "if you use [read: buy] X detergent, YOUR clothes will be like EVERYONE ELSE'S clothes in that they will be super soft [and hence YOU as an individual will become part of a happy COLLECTIVE of X detergent-using people])?
Moreover, can we see how the dynamic of production, for artifacts like Wikipedia and Linux, Facebook and Myspace, can actually reinscribe this neo-liberal consumption/production as two sides of the same collective process? Does this suggest that the very binary of consumer/producer no longer functions in the same way and is thus always-already complicated just as individual/collective is?