That's a very different situation. An individual "anchoring their identity" to a brand isn't doing so to earn money, which is why bands "sell out". It's just a

That's a very different situation. An individual "anchoring their identity" to a brand isn't doing so to earn money, which is why bands "sell out". It's just a choice they make about who they are, and I have to agree with GP that that seems tragically uncool.