Yes, similar to voting for political positions, being a marginal (or "swing") consumer draws the most benefits. Over time, today's swing consumer becomes tomor

Yes, similar to voting for political positions, being a marginal (or "swing") consumer draws the most benefits. Over time, today's swing consumer becomes tomorrow's safe user, so it is really complacency that is penalized. That makes some sense, but is hardly the utopia where we get to spend less mindshare on fundamental services.