For those who might refrain from such participation, the society would provide its own grave consequences. Paul Nystrom warned: There will be quizzical looks, doubtful stares and critical estimates. He will be thought queer. He will be judged as lacking in brain power and, perhaps, as an undesirable person. If he persists [in violating the norms of consumption] . . . he will, if he is an employee, lose his job! He will lose customers if he is a salesman; he will lose votes if he is a politician. He will lose his custom if he is a doctor or a lawyer. He will lose all of his friends.100
