> And if you actually feel that what you consume does not define what you are, you shouldn't either.
But it does, whether you want it to or not. Everything you do shows glimpses of your personality, and your choice not to care about the "label" can reveal just as much about you as paying close attention to it.
I'm trying to show that nerds - the "tribe" that is so hung up on rationality and intellectual vanity - are responding emotionally to a marketing action, acting pretty much in the very same way that 14 year-olds would respond if Ambercrombie & Fitch decided to sell the same clothing they always sell, but decorating their stores with Goth skulls and neon lights.
But it does, whether you want it to or not. Everything you do shows glimpses of your personality, and your choice not to care about the "label" can reveal just as much about you as paying close attention to it.