thrift isn't rewarded in many economies, the us included. consumer culture drives trends from cheap goods to higher end goods as entry level enterpreneurs gather more and more market share; wal mart found that while they built a customer base as a discount retailer, they could eventually afford to carry higher ticket merchandise due to the increase in luxury spending among middle class america. the epidemic of suv consumtion among a very wide band of the income spectrum in the recent years is another example.
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what i mean by the above is that as a developing economy consuming cheaper goods advances, cultural changes set on by the burgeoning economy shift towards increased demand for higer end, more expensive goods and services. so, both, yes, basically.