Individualism is a myth. at least here in America it is. we are all the sum of consumer merchandise. "If you want to be different, an individual, wear this, buy this, drink this, etc." it is never think this or believe this. America is not really a democracy, it functions more like a capitalist autocracy. Our belief in freedom only amounts to the freedom we find in the marketplace. "Oh, i can eat at McDonald's or Burger King, i can shop at Kroger or, if i want to make a difference, i can shop at Whole Foods". The greatest part about being environmentally friendly is that you don't have to bother your senators or representatives about the environment, you can just buy that Green Clorox bottle. If this was political dictatorship, the government might trick us into voting democratically for puppet governments. I'm guilty of all of these things and more. I used to think that boycotting a product from one corporation and putting my money in another actually made a difference! i was wrong. I am lazy. I am a Generation X baby spawned from the baby's of the baby boomers. I am the leftovers from the Hippie Movement, the Sexual Revolution. At least in the 60's there was some form of protest and some rejection towards consumer culture. Somewhere in the 80's we stopped caring and let the infantilist ethos of consumer culture take over us. Somewhere, we learned to stop trusting the government and start trusting capitalism. And thus, i come to my point: individualism and identity cannot be achieved through consumerism. Stereotypes are false when based on genetics, but when based on social status and wealth, they are true. Take the popular blog, Stuff White People Like. Many people are shocked and amazed that they fit in so well to stereotypes. Shopping at Whole Foods, eating organic, using Apple computers, listening to indie music, bottled water, and hating corporations. All of these stereotypes can be seen as a rejection towards normalcy, towards normal grocery stores, regular food, public water, PCs, mainstream music. I am guilty of all of these, but i have come to realize that the rejection against mainstream consumerism and the push towards alternative consumerism has created a paradox. Capitalism is not democracy. drinking bottled water is not going to make public water cleaner. Eating organic isn't going to make all food organic. Rather this form of consumerism is creating larger and larger gaps between the rich and the poor. The poor will continue to subsist on public goods and over-processed food, while the rich will find a private good that is better, more efficient, and more trustworthy. It is really a wonder, rich conservative, "freedom"-lovers, that public schools are failing, that the police are underfunded, that public transportation is slow? it is because the middle-class and up have found private schools, private police, gated communites, private health care tax free-havens (like John's Creek where i live), bottled water, and big gas guzzling SUVs and highway systems. And then, take Georgia for example, these same suburbanites complain about their seemingly high taxes and the casinos and alcohol sundays that would generate the tax gap in Georgia's budget. It seems perfectly reasonable that States would use "Sinful" things to generate revenue, they are missing that big chunk of taxes from the greedy rich people.