the smaller and more niche your "it" was, the more popular it is today, since marketers need new fuel to sell products and will happily put a spotlight on counterculture for a quick buck
There's a small business in my area, they sell skateboards, weed stickers, tye dye and edgy slogan shirts, those studded bracelets and belts, etc. Their tagline under their name on their sign is "[the area's] counter-culture outlet." And that concept has just always amused me. Get your mass-manufactured globally sourced counter-culture here goods and apparel here at competitive retail prices.
Because they know it sells. Idiots buy mass produced products without a soul/history. Smart Idiots buy mass produced products with a soul/history. Smarter Idiots buy locally-sourced products with a soul/history. The Smartest Idiots make their own products. Each step in that chain doubles either the cost or labor.