A number of New Age proponents have emphasised the use of spiritual techniques as a tool for attaining financial prosperity, thus moving the movement away from its counter-cultural origins. Commenting on this "New Age capitalism", Hess observed that it was largely small-scale and entrepreneurial, focused around small companies run by members of the petty bourgeoisie, rather than being dominated by large scale multinational corporations. The links between New Age and commercial products have resulted in the accusation that New Age itself is little more than a manifestation of consumerism. This idea is generally rejected by New Age participants, who often reject any link between their practices and consumerist activities.