> I think brands were a weak substitute for artisans / bespoke makers who had to personally stand by their work.

Another way to say that is "companies are too big". When companies become big enough that they don't have to worry about the repercussions of screwing over their customers, they're too big.

Right. Absolutely. But then again, everyone can buy jeans now and you don't have to ride your horse across 500 miles of desert and hitch it up to Levi's store. So no one who orders em online now knows what they were worth then. No one's riding horses around in their underwear anymore.

To be serious: I don't think that overpopulation or delivering better things to more people is really the problem. Big companies are indeed a problem. Along with big governments on the other side. They both rely on rent-seeking methods of extracting value while lowering expectations, rather than providing better services. There needs to be a balance of regulation and innovation, that prevents regulatory capture and prevents monopolies without exploding bureaucracies that hamper small businesses. Small businesses are fantastic drivers of prosperity and creativity. That would be the civic ideal I'd implement if I had any interest in getting into government.

> Small businesses are fantastic drivers of prosperity and creativity

That's a huge generalisation. Plenty are every bit as dodgy as the big ones.