Can you actually counter, the culture?

So through a facebook link I read this op-ed piece (the third picture down in the article is fuckin hawt, IMHO!) about capitalism and consumerism vs. counter-culture. Factor out the economics behind the article and you find a question... Can you really counter, the culture? If you surf on over to the Urban Dictionary, you find a prime example of what the article is pointing out as you can buy "mugs, tshirts and magnets" defining counter-culture. The terminology is usually used in reference to music and musical genres, but the underlying theme is a sense of rebelling against the currently defined social "norms". I myself take issue with the usage of the word normal when used as a defining term for people,their appearance or their actions. Again, can you really counter, the culture? Here's how it breaks down, not only in the above article, but in my mind as well. You don't like the defined "norms", to the point you are motivated to action, buy means of your musical taste, spending habits, appearance, or what ever. With these changes you separate yourself from the "general" populace. This brings you to the attention of those who also are implementing a "rebellion". As like minds tend to congregate, your personal act of sticking it to the man, is now a joint effort amongst many. Next we have the "sheep" noticing that your little group is gaining attention and a foothold in the flock. This motivates them to want to be a part of the pen that is cordoned off over in the corner of the field, as it looks like they are having a lot of fun. As more and more of the flock goes to investigate all the excitement over in the corner, the fence separating the "rebels" from the general flock is eventually broken thru by the weight of the interest. This renders the once "black sheep" once again a part of the flock. Then the cycle start anew. Because of the communal nature of humans, it is just not possible for any movement, appearance trend, music or idea to run counter to the prevailing culture for very long. Even long held ideologies and traditions, over time, will fall victim to a skewed, if not opposing ideology that has been running counter to it. So the terminology and ideology behind what is labeled a counter-culture is merely a functioning mechanism transporting social change. You CAN'T run counter to the culture without eventually intersecting and being consumed by it.

Just sayin