"The mass market — which made average products for average people — was invented by organizations that needed to keep their factories and systems running efficiently.Foi o século XX que uniformizou os gostos, e Mongo será o regresso ao estado humano natural, a explosão contínua da variedade de gostos, e a ascensão das tribos ("Giants invariably descend into suckiness" (parte XI e parte X)).
Stop for a second and think about the backwards nature of that sentence.
The factory came first. It led to the mass market. Not the other way around.
The typical institution ... just couldn’t afford mass customization, couldn’t afford to make a different product for every user."
O horror a ser tratado como plancton descrito no artigo:
"So it was lager beer, right? The provincial breweries copied Carlsberg and Bryggerigruppen, and more and more types of beer disappeared from the market, and there was no innovation at all. (Anders)
The predominant institutional logic was organized around a belief in standardization and mass produced products. The belief affected forms of production, product variety, and institutionalized taste structures. From this institutionalized condition, DØE was formed to challenge this hegemonic institutional logic. One way the challenge manifested itself was by giving the current institutional condition a face, making a scapegoat of the incumbents’ effect on taste structure:
I wrote a manifest, where I wrote many good things about beer and why one should drink interesting beers instead of just boring Tuborg ... really disparaging the old breweries there, at that time. (Anders)
The interviews and archival material demonstrate that the association directed its energy and thrust toward this one common reference point. It was argued that the large breweries relied on the mentality that ‘‘big is beautiful and efficient’’. This critique of incumbents is illustrative of the onset of processes of deinstitutionalization and delegitimization. Several informants allude to the monotonous and standardized condition of the products that prevailed in the market and hence provoked a rally based on the position that the supply restricted the development of a more advanced consumption and taste culture: DØE was, as expressed through the AleMail communication list, a community for ‘‘everybody that is devoted to beer beyond the ordinary ‘down-the-throat’ culture’’"