>build identities through [...] purchasing habits

> foreign concept for many of us who seek out the best product or deals for each purchase and will change brands in an instant

But you are, yourself, defining yourself partially here through your own purchasing habits. In fact you are doing it to a far more universal degree than most of the ones you criticize.

Not that I'm immune to it, but nor do I claim to be. I think it's useful signal just like anything else. Watch: My quintessential American habit is that I wear roughly the same nondescript black T shirt, black boxer briefs, black socks, and maybe an unlabeled black hoddie that I purchase off of Amazon, mostly just sorting by ratings. If at any point I reach into my closet and the stock-flow system that is my laundry habits have deemed it such that I am actually out of stock of any of these items, I immediately go to Amazon and purchase another 6- or 4- or 12-pack. If you feel you understand me better as a person after reading all that, you probably do.

Exposing my superficiality, perhaps: but it pains me that you don't wear pants.