Comment Discussion on the OP : "This is interesting and reminds me of something I read that I think was about "hipster" ethos. The idea was that the current generation does not want to alienate people or isolate itself because with the advent of social media, individual "branding" is a desirable goal; the interest in artisanal coffee, beer, bicycles, clothing, jewelry and everything else links neatly with a personal brand that can be promoted online via fb, twitter, instagram, etc.

According to this article, the current counterculture is one where people are interested in rebelling against the corporate culture by making their own alternative versions of things; however, the idea that they want to then sell it to others means they have to be careful to present a friendly, or at least non-threatening image.

I guess this extends even to musicians and artists, though I don't see why it necessarily should."