I think part of this is capitalism fighting against the idea that some people simply cannot fit into neoliberal capitalism. There are intractable differences between people that simply cannot be smoothed over by market relations, namely things like neurodivergance or being trans. One in three trans people have experienced homelessness, for instance.

So neoliberalism has to instead propose these intractable differences aren't shared by groups of people, but rather they're just individual quirks and that any inability to operate within the market place is a moral failure.