The animal irony
There is irony in the obvious fact that humans are animals simply because it often doesn't feel like that to humans in real time. Yet, by observing that simple fact, a whole plethora of conclusions can be drawn. This is essentially a reconciling of human life with animal nature that Marcuse is undertaking. The animal nature of life is to procreate with sexually attractive and powerful mates, and through natural selection, that process quickly becomes a competition, often with brutal consequences.
Inheritence
By observing that humans are animals, that leads to Darwinistic observations about inheritance. In the case of Civilization the additional factor of money becomes an important representation of social power. High ranking sexual partners tend to be those with money, so there is an irony in the system. Just like in animal nature, where one is competing based on received genes from their parents, so also the monetary system has a similar dynamic. One is most likely to be rich and powerful if they inherit wealth and knowledge from their parents. This is like a meta-Darwinism.
Industry and progress
Although the modernist narratives about technology and progress seem to have the improvement of the species at their core, or improvement of quality of life, Marcuse says that, ironically, progress is primarily oriented to help people have sex. He outlines a theory where economic games lead to money earned, money which can be used to impress potential mates. This is the ironic connection between Eros and Civilization, that technological progress is designed to give economic power to researchers and developers.
The sexual urge
Any grown adult will know that sexual accomplishment is regarded as a major part of human life, but Marcuse says that ironically, it is more than "important." It is actually primary. He argues that without the erotic urge to mate successfully with ideal mates, that technological progress might look completely different. Although companies allege certain motivations, the specific motivations of all the people in the company tend to be strictly personal. Everyone would like to get more money to become more attractive to potential mates.
The shame of poverty
As if the natural shape of the capitalist economy is not dire enough, Marcuse shows that capitalism tends to cast a shameful light on poor people, ignoring the obvious advantages of inheritance and education, suggesting that perhaps poor people are truly inferior. This is not true, but ironically, the narrative is strong and reinforced constantly by one's community. Instead of dealing with economic imbalances and disenfranchisement, people are told to work harder at their job where in reality, they are earning money for the business owners.
