I'll be 50 in a few months.
The key thing about KB's comment is that, somewhere around 40 years old, the entire system we live in becomes transparent. All the intertwining links are visible, and you can see how all these seemingly different things are actually interconnected... and wired to take advantage of how the human mind works. To jack people into doing/believing/consuming things according to their own presets and mental chemistry.
So "identity solidification" is a good way to define it.
But in the end, tastes don't actually change. And you find, more and more, that your hard-wired beliefs and preferences are purely the result of being manipulated early in your life.
In the end, nothing is real. Even the stuff you like.