Because retail's revolutionary.
A while ago I came across this infographic that shows, that most of the things we eat are products from one of ten enterprises. Ten, in the whole world.
You might have noticed that these brands are always the ones right at eye level in the supermarket shelf. Coincidence? I doubt that.. That's the price of cheap I guess. The more we tolerate the shrinking diversity, the more powerful exactly these ten enterprises become.
As it said in the October issue of Monocle magazine, retailers are the ones, that have the power to reinvent the market. They of course are dependant on the consumers, which is why everyone's choices count.
Just recently I came across some projects (see here & here) I thought are quite interesting and worth checking out. Also, don't forget to watch the video, which is a great capture of the fact, that you simply cannot fake passion.