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This paper attempts to understand how administrative simplification does impact the state. It draws on ethnographic data collected in the French organization in charge of state modernization between 2009 and 2015. These data show that a shift occurred from a liberal vision focused on administrative burden reduction and economic growth to a customer-oriented conception of administrative simplification. This evolution can be grasped through the study of emergent techniques, such as behavioural science and tends to affect the very nature of the relationship between the state and the individual citizen.