information about what is cool or in the know is all they have and thus they too engage in nonpecuniary means of inconspicuous consumption that allow them to define their social position by reading and referencing obscure blogs and Twitter feeds, carrying NPR canvas bags, and riding fixed-gear bicycles. They drink hemp milk, not dairy; drive old Mercedes revamped to run on veggie oil instead of second-hand Honda Accords; buy fast food at food trucks rather than McDonald’s; even though these goods are more or less comparable in price.
