The very end of the article is what struck me most as ironic and unfortunate. Even though as a social group one may be trying to revolt, there is still big business cheering you on. THey have to because if they are cheering you on they they are obviously not "big business." However once they start supporting, the movement becomes null an void. It doesn't matter what you do, big business is backing you and that makes you fight yourself. It is a lot like the "More" video by MArk Osbourne. Once the main character invents his googles to make everything better, to get out of his big business environment where he churns out products at a mundane job, he becomes what he was fighting. All of his inner light is gone.