I agree. The author has an interesting theory, but he needs to dig up some real facts to support it.

As you point out, his solidest fact undermines his theory.

I wonder if there is a "brand backlash"? And if it's temporary, and linked to the recession? I think that within an individual's life, the power of brands goes down over time. Maybe as the author and his friends get older, they are feeling less compulsion from brands?