" A second way of interpreting Baudrillard’s hyperreality can therefore be found in his critique of the sign where consumer society, in its unstoppable process of deterritorialization, reduces objects to signs and the latter to empty signifiers. Hyperreality can eventually be understood as the pathway leading from a condition where the sign bears some semblance to reality to one where the sign becomes self-referential. "

― , Baudrillard for Architects