> They're not convincing consumers that they're being anti-consumers; they're actually consuming less by buying more durable goods that last longer and have a b

> They're not convincing consumers that they're being anti-consumers; they're actually consuming less by buying more durable goods that last longer and have a better lifecycle. But the company is also renewing the moral legitimacy of free markets. Depending on your point of view, you might think that turning left-leaning consumers into market fundamentalists is a bad thing even if the marketing about the product is true.