Mass media and mass manufacturers, however, do speed up fashion cycles by ensuring we become aware of trends beyond what we can directly observe and by removing the obstacles to participation. This quickly turns little-known conventions into broad social norms. Companies are able to make this happen because they understand the fundamental human desire for status markers. Marxists complain that capitalism creates “false needs,” as capitalists chase “exchange value” over earnest “use value.” The flaw in this analysis is that a primary use for goods is marking social distinction.