participate in it. More recently, Fernando (2003:68-69) found that the commodi tization of indigenous knowledge became controlled by outsiders, including those trying to be helpful, and warns against "the remarkable creative powers of capital to achieve its ends by not only destroying and homogenizing diverse systems of knowledge but also disciplining and managing their diversity accord? ing to its own imperative." These scholars are concerned with the disruptive effects of the consumptive behavior of a capitalist economy on local community economic and socio-cultural systems, and warn of the transformative powers of capitalism to shape local practices. But what attracts consumers to indigenous art and crafts and culturally endowed products in general?