However, as K-Hole points out, the paradox of this pluralism lay in the fact that the more differences there were, the more difficult it became for the individual to stand out. 

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As diversity became a big deal, being different became something that was welcomed into the mainstream. As the mass indies celebrated difference, everybody’s desire for individuality and its competition intensified, and as difference reached its peak, the capital market became more and more intense. As a result, finding the difference became more and more intense and specific, making it difficult to identify the real difference, consolidate one’s position and take care of others. For K-Hole, therefore, the path to individuality is a dangerous parallel to differentiation. Difference itself has become the norm, and the very thing excluded has become the norm.  The rules of difference that demand conformity, rather than the promise of freedom, are those faced by many young people in pursuit of Mass Indie. It suggests that the tide may be turning as this generation, exhausted by the relentless harshness of differentiation, wants to return to the same, to the normal.