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capitalism is not just the options of individuals, it is also the structure that informs/forces those options.
i agree that convenience and assumptions are rife, and that it's possible for some people, perhaps many more people than realize, perhaps even me, to choose differently. and if all those people/us chose differently then things would be different. but i'm not sure the idea that "we could all just choose to be different" is really an argument, no?

but the confusion about/difference between individual choice and structural, systemic issues is a huge question. systems are not *just* a bunch of individuals together. they're something more/other. that doesn't mean that they don't change, can't be influenced, but i'm certainly not sure what would change them in ways we want. i have only seen things get worse, although that could just be me... :)