Going to be the buzzkill at this party and just say that this phenom is a lot older than just Rage hearting globocap. So-called 'anti-establishemt'-arians have been cuddling up to corporations since ye olde boomers hung up their tie-dyes and donned the peace-symbol ties corporate was marketing specifically to them. Thomas Franks's The Conquest of Cool nailed this love-fest in 1997, looking at the sixties. Good read from a left populist type perspective: https://press.uchicago.edu/ucp/books/book/chicago/C/bo3618721.html