I'm specifically trying to make the point that identity is not just a personal experience -- the experience of how you see yourself. Identity is also a label that can be placed upon you.
Parent Comment was trying to reject the personal identity of consumer while their words actively affirming their identity as a consumer in the marketplace. You can reject the personal identity of a consumer all you want, but businesses will still judge you by your actions (how much you spend).
Parent Comment was responding to a person talking about self-identity and not the mere fact that everyone buys things. "This guy is exactly talking about you" is completely wrong, OP was not talking about every person ever.
Parent Comment was trying to reject the personal identity of consumer while their words actively affirming their identity as a consumer in the marketplace. You can reject the personal identity of a consumer all you want, but businesses will still judge you by your actions (how much you spend).