The article discusses in a broader historical context the well-known thesis of V. I. Lenin that capitalism was formed as a result of a change in the behavior of large merchants, who, after the state achieves political unity and forms a unified market, switch from trade to the organization of production. Researchers of the 17th century Siberia do not find historical confirmation of Lenin’s scheme, however, it is quite applicable to other countries of the early modern period and to the mechanism of the early stage of the colonial expansion of European powers (I. R. Sokolovsky, 2019). At the same time, J. Diamond’ research pointed out the boundary between “normal” human behavior in the new lands and the behavior of the colonizers of the early modern period. This boundary is a rational or quasi-rational accounting of one’s actions. M. Heidegger calls this approach Gestell. Gestell considers the surrounding world as a calculated resource for self-increasing profit. Using the example of a Swiss wine merchant who died in North America in 1736, the Italian micro-historian K. Ginzburg showed how the merchants and “capitalists” actually acted and what the Gestell that determined their actions looked like in everyday life: predatory appropriation of material and labor resources is gradually getting a solid base of rational calculation.