I do not understand what this adds to the concept of capitalism other than introducing the term "social darwinism".

There is no difference between "the aesthetics" of capitalism and its actualization, and neither base a capitalist's actions in regard to benefitting society beyond "the market". Capitalism is simply the current method of accruing power for someone to push their personal ideology on others. It just happens that the most effective method to exploit capitalism is to reject any sense of empathy or consideration for anything external or internal, especially flesh and blood humans because they are the only real threat to your power.