I remember reading something about how sincerity, not irony, is the ethos of our generation. (oh, here it is.)
(set aside for a minute how terribly quixotic it is to try to define "the ethos of our generation." of course there are a million subsets of our generations, all with different ethoses.)
Anyway, I like this, obviously.
A similar thing occurred to me when I was shaving. I mean, I used to use shaving cream, like the Gillette stuff from a can that comes out all foamy. I've since been trying an array of different other creams from more hippie brands because, I guess, "down with the man" etc? But really, shaving cream is pretty good, for me at least: it's easy, quick, I cut myself less, washes out easier. I don't know that there are big externalities, and if there's something that's 10% better out there, it's really not worth fussing myself about.
I'm provisionally calling this "new consumerism" - not just taking the crummy mass-market thing because it's there and I want the shiny new thing that's marketed the best, but because I really tried a lot of the other things out there and realized that this thing is actually pretty good.