In responding to Craig Thompson’s commentary, we argue that assemblage, contrary to how it has often been theorised in consumer research, is subject oriented. Drawing on Deleuze, we explore how desire is thus not abstract but is part of a context of life that is organised by the subject. In neutralising the subject’s attachments, consumer researchers are prevented from seeing how desires left unfulfilled can represent deeper social marginalisations and how the market incentivises unsustainable and uncaring behaviours. We argue that Craig’s commentary raises the need to recognise that an affective architecture of feelings is always at work. We call for a more ‘care-full’ approach which does not ignore the desiring body, deny the power differentials that exist and apoliticises our attachments within these networks of relations.