“…35 Instead, Ritzer argues that too much attention has been paid to what he calls ''productivism'' when the main battle today is between the homogenizing forces of ''nothing,'' which he defines as ''centrally conceived and controlled social forms that are comparatively devoid of distinctive substantive content,'' 36 or ''grobalization'' 37 and the resistance of ''something,'' defined as ''a social form that is generally indigenously conceived, controlled, and comparatively rich in distinctive content'' 38 or ''glocalization.'' 39 Based upon the reading of globalization as the conflict between ''grobalization'' versus ''glocalization,'' Ritzer declares that to ''go beyond capitalism'' 40 is to find and celebrate a series of ''ethical'' lifestyle choices of going to the ''local farmers' market,'' 41 ''flea markets, craft fairs, and co-ops,'' 42 and above all becoming ''craft consumers . .…”