One of the main ideas Rao tries to explain is how market rebels come to be. To begin with, the cause of a rebellion must be one that “create[s] a shock effect and provide[s] [an] emotional intensification of grievances,” (Rao, 2008, p.106). Such an assumption would be justified in my opinion, due to emotions playing a large part in the decisions we make. Rao cleverly uses emotions as a way to illustrate the reasoning behind social movements. For example, if hobbyists were not emotionally attached to the automobile or the development of the computer, we would not have seen the cultural acceptance of such vital tools in our everyday life. Issues that create such an emotional uproar are termed as “lighting rod” issues. The lightning rod is a metaphor
