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Rebellion is a very good way of setting yourself apart from the masses, whether it's by being cooler or morally superior or just better informed than other people. It's a search for prestige in the most basic sense…. You can see the almost unassailable sense of superiority that's associated with the vegan, organic-vegetable-shopping, back-to-the-land, Guatemala-handcraft-wearing, anti-globalization activists. They clearly think that they're better than the people who do not share their system of values. So, because other people don't like being characterized as brainwashed cogs, they wind up promoting competitive consumption.

Joseph Heath, um dos autores de "Nation of Rebels: Why counterculture became consumer cutlure". (clicar para linkar)