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Most critical engagement with the film Fight Club tends to emphasize its relevance for the study of contemporary representations of gender and masculinity. These readings tend to primarily highlight the "reactionary" aspects of the film, which are seen as a response to structural sources of feminization experienced by men as they are embedded in the consumerist machine of the service-oriented economy. In this paper I argue that these takes on Fight Club, while enlightening and indeed capturing a key aspect, miss what I think is its most essential contribution: its attempt to craft a transcendental "counter-myth" capable with dealing with the cultural and societal contradictions of post-industrial capitalism in the context of the transition to a service oriented economy. I draw on the work of Daniel Bell in order to offer a neo-Weberian reading of Fight Club which makes sense of various aspects of the film which are rendered meaningless by the gender-focused reading. I argue that Fight Club can be seen as an attempt to deal with the evacuation and exhaustion of the original form of value-rationality from the realm of production in service work - grounded in the older ethic of ascetic Protestantism - as well as the failure of ideological interpellation in the consumer society - grounded in a domesticated version of the experience-based counter-Bourgeois ethic associated with aesthetic modernism - to provide an adequate substitute for it. I conclude that Fight Club can therefore be interpreted as an inchoate attempt to produce some version of a class consciousness and cognitive mapping in the late-capitalist situation. [ABSTRACT FROM AUTHOR]