And more than ever, it just didn't feel... effective... in any way. I remember feeling very, very confused when they started selling their own Blackspot shoes. So... in order to be counter to the consuming culture you're asking me to... consume?

The whole "fight the machine from the inside" dilemma has continued to perplex me.

The Canadians have an answer. Here's a bit of The Rebel Sell as published in THIS magazine:

As long as we continue to prize individuality, and as long as we express that individuality through what we own and where we live, we can expect to live in a consumerist society.

The books been out for a bit. I'm behind on my anti-consumerism reading. I've been too busy consuming.