But a person's values do not fully or directly translate through their consumer habits, and then through the actions of those higher up along the chain. There is a common fallacy that strong proponents of capitalism, especially free markets, believe in (or pretend to), which essentially goes: If you patronize x, you either condone all negative consequences of x's actions, or you're ignorant/hypocritical, and further, if it's the latter, the system should not or can not be changed to mitigate those consequences. But, every part of that is false by oversimplification.