[A]ll I am trying to highlight at this point is how the early Baudrillard project really does provide a way of explaining how it is that Dasein gets dispersed into the They: the object sucks the subject away by means of a fluid and ever changing imaginary. The imaginary is both a projection of desire and the product of a system of signification that exceeds the subject, that is determined by the exchange and economy of objects, and that is influenced by the different auratic economies of the technological and media environment. To this extent, we can really consider Baudrillard one of the more legitimate heirs of Heidegger's project.