The myth that consumers are sovereign in a market economy is promulgated despite the fact that consumer tastes are manipulated by advertising and individuals often have very little control over much of how they live their lives in the face of market forces.As far as I know, advertising is driven by consumer tastes both on market goods and on advertising content. No matter whether they have "little" or great control over how they live their lives, individuals in a market economy act on their own preferences when they consume, and cater to the preferences of consumers when they produce.
Elsewhere in their essay Gowdy et al. contend that competitive markets will never work because people are altruistic and irrational, that biodiversity and natural ecosystems have infinite value and that discount rates should be zero. As good peak-oilers, they also share their opinion on future commodity supplies. If they are right there is much money to be made going long in commodities markets. However, they also caution that money will probably make you unhappy. On the other hand, your happiness should not matter. With no time discounting, only the happiness of future generations matters.