American capitalism, for all its defects, was always a mass oriented endeavour in constrast with Continental Europe.

The mantra was sell more, more, more and more, and to do that, you need to sell things to poor people to. A French enterpreneur would be happy selling phones only for the upper middle class and above. In America the idea was to install as many landlines as possible and gain with scale.

> American capitalism, for all its defects, was always a mass oriented endeavour in constrast with Continental Europe.

I think it's important to call out that the "capitalism = more stuff" idea is a bit of historical revisionism.

Soviet leaders very specifically saw the goal of Communism was to create abundance and a post scarcity society. There are lots of quotes in particular from Khrushchev about this:

“The socialist system will outstrip capitalism in labor productivity. It will provide the people with more goods, more cultural benefits, and ensure a higher standard of living.”

“Communism is the highest form of organization of society for labor. On the basis of powerful productive forces, it ensures the highest productivity of labor and abundance of material and cultural values for the whole people.”

And it's worth pointing out that that this isn't a Soviet invention. Marx himself made it a central point that material deprivation was an ill (not a feature) of captialism:

"After the productive forces have also increased with the all-around development of the individual, and all the springs of co-operative wealth flow more abundantly — only then can the narrow horizon of bourgeois right be crossed in its entirety…”

“The possibility of securing for every member of society, by means of socialized production, an existence not only fully sufficient materially… but guaranteeing them the free development and exercise of their physical and mental faculties — this possibility is now for the first time here.”

When communist abundance failed to materialize, there was a concerted effort to reframe the promise of communism to be purely one of egalitarianism and turn overconsumption against the West as a criticism.