The role of the consumer is huge in the book, in real life for that matter.  A product depends partially on its marketing team push but also on sales of the product.  A sort of which comes first, chicken or the egg deal, which is more important?  But consumerism plays a huge part in the book, even though the book is from an inside of the marketing of the product standpoint.  The product can be marketed any way they want but if the consumer doesn't buy it, it's done.