“Manufactured commodities are an artistic medium? Branding is a form of personal expression? Indie businesses are a means of dropping out? Turning your lifestyle into a business is rebellious?” For thousands of young people, the answer is yes. “Many of them clearly see what they are doing as not only noncorporate but also somehow anticorporate: making statements against the materialistic mainstream — but doing it with different forms of materialism. In other words, they see products and brands as viable forms of creative expression.”