I would call it "being different" in the age of "crowds' standards". Really, what people need to realize is that everybody is different from others in at least one respect. Striving to become an "alpha" is like trying to win other peoples' game: the rules of this game are written by other people and there are already some who are far ahead of the others in this game. As a result, chances of winning in other peoples' game are pretty slim. That's why it pays to be different, in an age that promotes some widely accepted standard as being the right one (the "alpha").