The question posed by this article's subhead is an interesting one, but one which the article itself irritatingly makes no effort to answer. As admitted by the author, the study is so skewed in its demographics and geography that it tells us nothing except that elite metropolitans will try to lessen the guilt of conspicuous consumption through, well, more conspicuous consumption. As a once and future Midwesterner, I don't need researchers scurrying around stock rooms to tell you that these results won't be duplicated at a K-mart in Omaha...at least not yet. But the organic movement is beginning to take root in the heartland - another trend that eases the consciences of consumers by virtue of a loose, ambiguous label - so it's probably just a matter of time till even the salt-of-the-earth types succumb to idealism through capitalism. (The revolution, it appears, won't be televised; in typical American fashion, it will be charged to your Visa at Pottery Barn.)