It is the nature of evil to wear us down. The drip-drip-drip of injustice and institutionalized greed, leave us both resigned and numb. Or else it insinuates itself into our lives until it becomes a new normal, and we cease to notice. Dictators understand this; Hitler turned the screws slowly. So too do corporations, which push the boundaries of the acceptable inch by inch instead of all at once.
This helps explain the generational aspect of dissent. To feel outrage, one must be able to remember — or at least imagine — something different. (Not for nothing do dictators and corporations seek to enlist children.) A Vance Packard could write with outrage at the psychological wiles of the modern advertising industry because, in the 1950s, he could remember when commerce was simpler and more straightforward.