We First: Can We Remake Capitalism?

I know, it all sounds a bit heavy. But what with all the Occupy stuff, this is a very interesting proposition. We First is the new book by Aussie brand man (and, I've found out this week at the WOMMA Summit, thoroughly nice chap) Simon Mainwaring, in which he sets out a vision for sustainable capitalism through 'contributory consumption.' Whatever you think of the idea, the video is worth watching for the use of language alone. Tingly.

What do you think? Awesome idealism or a naive rehashing of old power structures? I err towards the former, but then I am a naive idealist and a sucker for wordplay to boot. I've just started the book so I'll let you know how my opinion evolves. Share your thoughts...