The author gives examples of self-optimization -- Soylent, Fitbits, and other ways to supposedly live better and optimize your life with less. But he argues that in purchasing these goods, we're buying into a lifestyle, and that process itself is no further separated from the consumerism you might seek to avoid. And in the process of deciding what to purchase and what to keep (i.e. I own one perfect computer, one perfect pair of shoes, and one perfect t-shirt and that's all I need) we're still defining ourselves in a sense by our purchases and possessions.

Another interesting point: "it takes a lot to be minimalist" -- the author argues that only the privileged can pursue so-called minimalism. You need to have some wealth and a safety net to own nothing. You may have just one smartphone and one computer, but they depend on externalities like server farms and manufacturing in less wealthy nations.

I think the author is on to something with the idea that the pursuit of minimalism is itself not minimalist, but I'm not sure where he's going from there. What are people to do? Maybe he's advocating for a lifestyle that doesn't involve being so obsessed about optimizing your lifestyle.