They don’t adopt, they espouse. They talk a lot, they signal with a few purchases (or purchase attributes) but they rarely turn them into embodied lifestyle habits.
Actually *adopting* a value in that deep sense is approximately as hard as quitting smoking in the median case
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Replying to @vgr
I mean but people constantly adopt values that are incredibly bad at forming coalitions. Countless radicals get persuaded by some set of arguments and end up basically dropping off the social graph because they don't have any in with anyone else as a consequence.

