Copy That

“Many of us would probably like to live with a certain degree of illusion about independent choice and uniqueness when it comes to products that are consumed in public (rather than in private) and possessions that define who we are as individuals. (Remember that indie band you used to like until they became “too popular”?) Although there is a growing trend of allowing consumers to personalize products, choices are of course constrained by what is made available to us in the first place. As a result, our individuality is expressed more through a unique combination of choices than specific possessions. But those of us with a high need for uniqueness just can’t help but sometimes feel that our distinctiveness is compromised by others’ choices mirroring our own. Fortunately for us, we often live in blissful ignorance. So far, I haven’t spotted another person wearing the same jacket.”