>making choices that go against the grain of the market. It does take a conscious effort, and it's true that most consumers just don't care or can't be bothered

>making choices that go against the grain of the market. It does take a conscious effort, and it's true that most consumers just don't care or can't be bothered with it No, it's not that most people are interior and follow the market, it's that the market literally is what most people do. If everyone "went against the market", they'd just have moved the market.