The closing section returns to generalities. It reiterates that, in contrast to many other instances, the study of consumption, especially in view of postmodern 'traditions', has remained mercifully free of a colonising economics. However, postmodernism's own version of individual subjectivity (the negative image of an optimising individual with given preferences) has strengthened both the longstanding divide between cultural and economic analysis, and weakened knowledge and use of political economy. This reflects a neat and unfortunate complementary role with mainstream economics that has itself become increasingly intolerant and ignorant of alternatives to its received methods and techniques.