Quirky, specialized, or highly designed items make people assume that even the store's mainstream goods have steep prices.
The Neighborhood Markets are a lot less expensive, with a retail footprint that's less than 25percentt of a Walmart Supercenter, but the savvy company sees opportunity in grocery stores that offer a mix of organic, natural and more mainstream goods and where Walmart sees opportunity, it leaps in aggressively.
These designers too raised questions about luxury, gender politics, rampant materialism and mainstream good taste.
"Very early on, Mayhem was nearly killed," Ms. Cochrane said, by Allstate agents who were nervous about the premise of the campaign and concerned it would clash with the more mainstream "Good hands" ads featuring the actor Dennis Haysbert.
It's music that has consistently resisted incorporation into the homogenous mass of mainstream good taste, despite selling hundreds of millions of records, precisely because no one in the mainstream media really likes or understands it.
They add mainstream "good" ingredients — vitamin D, fiber, fish oil, whole grains, nuts and seeds, and olive oil.
Competition in mainstream consumer goods, such as televisions and DVD players, is ruthless.
The utopian, extra-economic aspects of the early internet have so morphed as to bring us a system that has become for far too many people an ad-supported highway on which to deliver mainstream media goods.
Just five years ago, anyone predicting that we'd be talking about mainstream virtual goods in 2010 would have been dismissed as a dreamer.
In 2010, Machinima's advertisers were not surprisingly mostly gaming publishers, but given the numbers, this year the company is expanding into non-endemic mainstream consumer goods like Coke and Unilever.
Hall is an accountant by training who previously served in a number of senior executive roles at Plum Organics, and worked for other mainstream consumer goods manufacturers including Clif Bar and Johnson & Johnson.
