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Expansion of the platform economy has given rise to a paradox in the literature on gig work: Given capital’s imposition of algorithmic controls, why do so many platform workers express support and appreciation for gig work, viewing it as enhancing their autonomy? Approaches toward this question have advanced numerous explanations, such as gamification, neoliberal norms, and entrepreneurial culture. We find these efforts only partially successful, as they fail to explain why ideological incorporation so readily succeeds. We argue that responses to gig work are a function of the class positions that gig workers hold in the wider society, which lead to distinct orientations that they bring to gig work. For workers with a foothold in the middle class, gig work provides access to job rewards that may no longer be available via the conventional economy alone. They consequently experience gig work as a labour of affirmation – a stark contrast with the experience of those gig workers who hold subordinate positions in the class structure. Interview data with 70 respondents in the ride-hail, grocery-shopping and food-delivery sectors supports this approach. Consent to gig work is strongest among our better-off respondents, who hold more secure positions in the conventional economy and use gig work as a culturally-sanctioned mechanism of class reproduction. The implication is that class-based divisions among the platform workforce warrant greater attention than labour process theory has allowed.