This is an exceptionally pernicious metaphor. We do often prefer one idea to another, but a market does not exist. One idea is right and one is wrong and the choice is usually a false one. Choosing what others have chosen is a CYA tactic and not a way to conduct one's intellectual life. This result demonstrates man the social animal impeding man the rational animal.
These are not new problems and are not limited to democracies of taste or meritocratic capitalism. One of the more interesting results was the *new band* question. Participant is asked if they had heard of these four new bands, one of which was spurious. The profile of recognition was statistically identical to that for the three real, but little known, new bands. Respondents need to be seen as knowing, whether they have actual knowledge or not. This makes clear that musical taste as a function of personal identity formation and not music appreciation. The big labels have know this for years: it doesn't matter who you front as long as you flood the airwaves and hype the sucker.
That said, there are a handful of people in all times and places who do not consider themselves tied to their peer's taste; who strive to think for themselves. They usually have unique access to actual ideas. They are often shunned by their peers because they call into question the intellectual shorthand everyone else contents themselves with. They are either crackpots or geniuses, sometimes both. One thing they never are is boring.