I think it's easy to overestimate how many people approve of this attitude, because the ones who do are also extremely loud and present in mass media.

Current technology reinforces and incentivizes this model. You, your friends, and the people whose thoughts you find interesting are placed in the same feed, on an equivalent level, with global brands that have astronomical marketing budgets. The individual must evolve toward a brand in order to remain relevant in the feed.

I think categorizing users for marketing purposes is different than someone proclaiming they’re a brand.

Right now. It isn't consider sociopathic right now. But it is my sincere hope that it will soon be again.