[demindiro]

>This is why, I think, the future is either putting your money (or at least provable identity) where your mouth is

That will become less effective as companies become increasingly centralized, with just a few having many, many brands.

[Thorrez]

Why would companies becoming more centralized make "putting your money where your mouth is" less effective?

[bluSCALE4]

Because it can become hard to pick a different brand since there really aren't any choices at all: it's a monopoly.

[martin-adams]

Because they will start to have a monopoly and consumer choice will be so little, that you can’t avoid them.