British consumers' rush to embrace fair trade products seems tied to widespread public awareness of fair trade principles.

CNN: British shoppers lead world in fair trade

Then, there was a rush to name shops and products such as bank accounts and trains after the euro.

ECONOMIST: Befuddled in Euroland

Which would create a headlong, arms-race-like rush toward undifferentiated, one-size-fits-all products that perform poorly any specific jobs that customers might hire them to do.

FORBES: Book Excerpt

It hires all sorts of people, and it purchases all sorts of materials to make products that have little value or that none buy, all in the rush to stimulate demand.

FORBES: Money Creation and Limited Government

Its report says the search to unlock the secrets of these lifeforms' success could be a repeat of the 19th Century's gold rush, a free-for-all to find and patent new cancer treatments, antibiotics and industrial products.

BBC: NEWS | Science/Nature | Antarctica's resources 'at risk'