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The Proliferation of Micro Brands
I think it's in microsurfs isn't it one of one of the characters refers to almost buying brands because you feel sorry for the good habit. I weirdly have an Android phone because it strikes you know in the advertising industry that practically makes you a sexual devianting in habits not having an Apple phone but there's a bit of me which occasionally practices perversity. It is worth noting that the two really powerful forces in the human behavior are habit and social proof or yeah there'd be interesting to see how it plays out.