There have always been those who neglect to adopt the technology of the day or buy heavily into the culture, without also buying into some sort of counter-cultural movement. Today it might be those who eschew social media and being terminally online. In the 90s perhaps it was those who limited their TV time.
In my view, it would be inaccurate to describe this group as "subcultural franchise[s] putting on against-the-grain airs" in the way of the punks and the goths and the "blue-haired pronoun bearers."
If anything, these are more likely to be people who've spent some time adopting and evaluating what the dominant culture has to offer, then wisely adjusting their participation to healthy levels (which may mean zero), despite societal pressure.
They're more "opt-outs" than "opt-againsts".