You'd think that e.g. dumpster-diving for food would be "unprofitable" and require "high degree of personal investment which can't be substituted with money", but freeganism already turned into aspirational hobby for many, and has its own little ecosystem of influencers selling books. It fits in nicely among its even more commercial cousins, like "minimalism", "healthy eating", "organic food", "zero waste", "frugal lifestyle", etc.; together, they form a larger "anti-consumerist"/"degrowth" market segment, which is happily growing as more people buy merch.
The irony. But as the old adage goes, the market can merchandise everything; it'll happily sell you a hi-vis vest, baclava, baseball bat and a chain you can use to cuff yourself to an utility pole as you camp in front of the supermarket to protest capitalism ruining the world.