This paper critically re-examines Herbert Marcuse’s key concepts—false needs, technological rationality, and repressive desublimation—within the context of contemporary digital platform consumption. While Marcuse never directly addressed marketing or consumer behavior, his framework offers a powerful lens for understanding how algorithmic systems engineer desire, attention, and identity. The study reconstructs these concepts by integrating them with contemporary theories of surveillance capitalism, algorithmic culture, and platform studies. The findings reveal that false needs are no longer merely imposed from above but are interactively reproduced through user-algorithm feedback loops, a process termed "interactive reproduction." Technological rationality evolves into "algorithmic rationality," characterized by a fundamental black-box opacity, dynamic adaptability, and the internalization of surveillance through gamification. The analysis identifies six critical gaps in Marcuse’s framework, including the difficulty of distinguishing true from false needs, a passive conception of the subject, and Eurocentrism. Despite these limitations, the paper argues that a critically reconstructed Marcuse remains indispensable for illuminating how platform consumption narrows the horizon of desire and precludes imagining alternatives. The study concludes by proposing six future research agendas, including the development of multidimensional tools for measuring false needs, algorithmic ethnography, and the study of platform cooperatives as forms of resistance.