alt Hacker NewsI'm specifically trying to make the point that identity is not just a personal experience -- the experience of how you see yourself. Identity is also a label that can be placed upon you.
Parent Comment was trying to reject the personal identity of consumer while their words actively affirming their identity as a consumer in the marketplace. You can reject the personal identity of a consumer all you want, but businesses will still judge you by your actions (how much you spend).
Parent Comment was responding to a person talking about self-identity and not the mere fact that everyone buys things. "This guy is exactly talking about you" is completely wrong, OP was not talking about every person ever.