Commercialization and Consumerism is a critical reading of what the city of Tehran has been going through during the recent decades. By a dual focus on the fields of urban sociology and political economy, Safarchi has led an extensive qualitative inquiry to show how Neoliberalism has gradually captured urban spaces while public bodies of authority and governance have remained apparently inactive in the face of financialization, corruption, and privatization of public spaces that have deprived social and communal owners of the city of almost all of the newly created spaces. Regardless of arguments on either irrelevance or inadequacy of the concept of Neoliberalism in the case of Iranian political economy, Safarchi's contribution is particularly significant for two main reasons. First, he consciously refuses to follow the well-established approach of merging a critical cultural study of the city with augmenting an aesthetic resistance by consumers. This cultural approach results in an equivocal analysis that might not even see the most obvious cases of neoliberalization in Tehran's urban spaces. What's more, he is audacious enough to talk about the variegated roles of Islamism in providing ideological content for the comprehensive project of commercializing public spaces. Suffice it to say, Safarchi's book is definitely a reliable source for reflecting on the consequences of exposing Tehran to emergent patterns of Neoliberalism. Finally, I would like to express my sincere respect to Meysam, who left us way too soon and lived as a true believer in the emancipatory role of critical social sciences.