You are conflating Consumers with Citizens, a classic pitfall of modern neoliberal democracies.

Just because people willingly Consume a Product does not mean they think The Product is good or even that it should exist at all. Neoliberalism is unable to acknowledge that, because Everything is a Market and the Market is Infallible.

In reality, the game theory is such that individuals may not have the means to get out of the local minimum they found themselves stuck in. Prisoner’s dilemma and all that. That’s what representative democracy is supposed to solve, when it isn’t captured by ideology and corporate interests.