Divide and conquer on ID politics and culture war issues works like a charm. People ignoring those and uniting on class basis scares the shit out of the ruling class. That's why their corporate media usually blacklists people like Bernie and Nader if they dare seek real power in the government. Can't have them encouraging the peasants to not fall for the distractions from the class war.
Let the rich have more cookies but make sure they pay for all. Everybody must work and buy own cookies in this land of abundance. There are plenty of jobs, opportunities and cookies everywhere. No reason to sit on the ass and expect the government to give them cookies.