Crazy Lemon, 2020 is a fiction company which employ human as their lemon extractor. It is a partly reflection of what is happening in the consumer society and the capitalism marketing that we are living in globally. The process of pealing and squeezing lemon implies the process of exploitation of labour, while the employee is suffering the pain of fingernails and the extreme sour of lemon. This repeated and endless working responds Hannah Arendt’s opinion in The Human Condition: ‘... if the ideal were already in existence and we were truly nothing but members of a consumers' society, we would no longer live in a world at all but simply be driven by a process in whose ever-recurring cycles things appear and disappear, manifest themselves and vanish, never to last long enough to surround the life process in their midst.