Basing your particular label around consumption/consumerism is bad? I guess the guys getting 1 more horsepower out of their rx7's better knock it off. Gun nuts too. Don't even get me started on those guys collecting baseball cards... Those consumerist pigs.
There's probably a kernel of human nature supporting this kind of behavior stretching into prehistory, but in the modern take on it, it's exactly what Big Data-based marketing is designed to support. If you've got a big enough database of consumer behavior to catch every trend that's too small or isolated ever to catch the eyes of the people in charge otherwise, you can have a computer do the search for you. Oh, look, RX7 exhausts and C-mags are hot right now. Maybe we can drop gaming blogs and move the company in that direction.