Consumer Culture Critique: Heath and Potter critique the conventional critique of consumer culture, arguing that attempts to rebel against it often end up reinforcing the very system they seek to oppose.

Symbolic Rebellion: The authors explore how many forms of rebellion, such as countercultural movements, often rely on symbols and gestures that don't lead to substantive social change but rather become commodified.

Commodification of Resistance: The book discusses how resistance and rebellion, when commodified, become part of the market system, thereby losing their effectiveness as tools for social change.

The Market as a Social Space: Heath and Potter suggest that the market itself can be seen as a social space where individuals negotiate identity and meaning, challenging the idea that consumer culture is inherently oppressive.

Individualism and Autonomy: The authors argue that consumer culture actually promotes individualism and autonomy, contrary to the view that it leads to conformity and homogeneity.

Anti-Advertising Advertising: The book explores the paradox of anti-advertising advertising, where attempts to rebel against traditional advertising often end up becoming new forms of marketing and self-promotion.

Political Impotence of Subcultures: Heath and Potter question the political effectiveness of subcultures and argue that they often fail to bring about meaningful change in society.

Cultural Jamming Critique: The concept of "culture jamming," or subverting mainstream cultural symbols, is critically examined as potentially ineffective in challenging the broader structures of society.

Market Dynamics and Innovation: The authors discuss how market dynamics can drive innovation and positive change, challenging the assumption that markets are inherently detrimental to societal well-being.

Pragmatic Solutions: Heath and Potter propose a more pragmatic approach to social change, suggesting that working within existing systems and structures may be more effective than attempting to rebel against them.