To have a market for something you need people to find it valuable.
What drove the shift in values?
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Of course, then the next question is: how was this accomplished?
I mean, we're talking people's values here - i.e. the preferences of economic actors - IIUC the phenomenon underlying the entire market model?
Are those so flimsy so as to be completely overwritten in a generation's time? Is this something that happens every generation?