The IEA was-, was trying to explain to people how free markets worked and that, you know,
the best organisation of an economy was one where individual consumers and producers were empowered to produce what people wanted, market forces.
And the idea was, you know, people would therefore produce better stuff that people actually wanted to buy.
In free markets the consumer is sovereign, the whole point of free markets is to-,
is to give the consumer sovereignty and to allow people, ordinary people, to conduct their lives in a way they want, which is consumerism.