In the post-secular world [Dick] envisions, religion has fully capitulated to the allure of the marketplace. As these perky commercials are meant to indicate, Dick expects humankind, circa 1992, to seek (and find!) redemption not in its devotion to (and fear of) otherworldly deities, nor in the afterlives these deities gatekeep for their favorites, but in its reverence for nifty consumer wonder products: beer, brassieres, plastic wrap, razors, etc.
Ubik illuminates what is at stake for the human reimagined as human capital through these transitions, an alienation that expands beyond Joe’s struggles with his apartment door to encompass the deformation of the boundaries of reality itself as he investigates in a world whose ontological foundation has become fluid—commodities are regressing into earlier instantiations of their core use value, and the plot never entirely confirms for us whether it is Joe or his employer who exists in the state of cryonic suspended animation after bodily death that the novel names half-life.