Potter and Heath argue against the notion that consumerism is driven by conformity; instead, they state we are largely motivated by competitive consumption, which is an attempt to attain status distinction through the products we buy.

They note, the image of rebelliousness and critique of mass society has been one of the most powerful forces driving consumerism for the past forty years.

For instance, they claim school uniforms successfully curb the fashion 'arms race' created between students when no restrictions are in place, and they are not utilized to remove individualism, as many counter-cultural figures have suggested.

They further suggest, this 'subversive' action allows people to wrongly claim a political element to their lifestyle preferences, and in extreme cases, this can result in the glorification of criminality as a form of dissent.

A review of the book in The Guardian claims "the argument it makes is important and original" but says that "in places it is also unfair, light on evidence and repetitively polemical.

Additionally, the review claims the authors focus too much on North America, ignoring the "more paternalistic and less fashion-fixated" capitalism and non-commodified dissent in other parts of the world.

Club claims the "prose... betrays a deep social conservatism," and the authors "frustratingly treat the concepts of gradual reform and a total revolution in human consciousness as an either/or proposition.