I'll make you famous (or Adidas will)

I dont think he meant that at all. Reading back over it again, and his response, it seems to me he is saying that people buy ethical products out of desire to lord it over those who dont.
I think the point is that "ethics" and "authenticity" just becomes another strand of marketing and branding. Way back when, these were the twin appeals of Starbucks innit.

Personally, I think it is right to question those that use emotive and populist appeals about the rights of people in far-off places. We do know somewhere along the line things are a little bit more complex than often put, particularly when the argument is no more sophisticated than "big company = bad". This line of thinking, popularised by that myth-maker Naomi Klein, really has sent much of the left down a very blind alley.

Throughout my researches, I've only ever come up with one hard and fast conclusion: everything Naomi Klein has ever written is either wrong, ignorant or originally researched by someone else.