The Baffler is a quarterly zine edited by Thomas Frank. In Commodify Your Dissent: Salvos from The Baffler, Frank and others examine how the choices people make to dissent or identify themselves as part of a subculture get immediately picked up by commercial culture and sold at the Gap. It happened to grunge, it'll probably happen to Linux. See Capitalism Urges You to Define Yourself Through Your Purchases.

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