20 years after No Logo warned against colonization of people's thoughts by brands, "The biggest change since… is that neoliberalism has created so much precarity that the commodification of the self is now seen as the only route to any kind of economic security."

I point out that I do very little that directly boosts Google, Facebook, Amazon, Apple or Microsoft. It is not as hard as the article makes it out to be. Just reject services that mistreat you.