I couldn’t help but sense irony when I came across the following airline advertisement in the terminal while I was reading Zizek’s First As Tragedy, Then As Farce: “Opt for more legroom on your next flight.”  
It was truly a Zizekian insight: “Opt” for more legroom?  As if the choice is up to me to pay more for my already-overpriced flight, to say nothing of already paying $20 for checking a bag (that was supposed to be due to 2008’s oil prices, which have long since fallen).  More than anything, is was the “Opt” that caught my eye, as if to say, “You must pay for more legroom!  If you don’t, what does this say about you?” I also heard recently that airlines will be decreasing legroom in an attempt to further pack bodies in the aircraft.  Like the way of our not having to pay for checking bags, legroom is becoming a thing of the past. 
So, it was nice to see Zizek validate this point further in the book when he describes a similar experience in a hotel room:
“On the information sheet in a New York hotel, I recently read: ‘Dear guest! To guarantee that you will fully enjoy your stay with us, this hotel is totally smoke-free.  For any infringement of this regulation, you will be charged $200.’  The beauty of this statement, taken literally, is that you are to be punished for refusing to fully enjoy your stay… The superego imperative to enjoy thus functions as the reversal of Kant’s ‘Du Kannst, deen du sollst!’  (You can, because you must!); it relies on a ‘You must, because you can!’  That is to say, the superego aspect of today’s ‘non-repressive’ hedonism (the constant provocation we are exposed to, enjoining us to go right to the end and explode all modes of jouissance) resides in the way permitted jouissance necessarily turns into obligatory jouissance.”