“…Strikingly, some supporters express their opposition in terms that are closely congruent to the critical analyses of some sociologists (see, for example, Armstrong & Young, 1999;Critcher, 1979;Giulianotti, 1999Giulianotti, , 2002Taylor, 1971b;Wagg, 2004). The most direct and recurring critique concerns the business-focused introduction of the terms "customer"…”