There is a theory that designers, be they industrial, graphic or interior, are artists that act as intermediaries between society and culture(DU GAY ET AL., 1997). They become the agents that both direct, and at the same time limit the style and diversity of products available to consumers.
By producing individualised designs, prosumers (Ponokosters) bypass these limitations and broaden the possibilities of consumer culture.
Like the garage bands and bedroom D.J.s that go on to play clubs and festivals around the globe. They develop (or design) their own sound that makes music dynamic and exciting. Pop stars developed by record labels are usually formulaic and predictable, contributing little to culture, existing only as a commodity to produce revenue for the record label.
Compare this to the state of product design. The more innovative designs are often produced by individuals, or small collectives using personal computers and whatever other resources are available to them. These resources have been greatly expanded by the web and digital manufacturing, where almost any material, process and potential collaborator is only a couple of mouse clicks away.