This happened due to the shifts in connections. 100 years ago, the only people to depend on were groups from the same village or area. However, this wasn’t always ideal. It meant limited diets, limited fashions, and limited lives.
As society grew more industrial, automobiles became common, trains were booming, and we started finding connections from afar. That continued to grow until the digital age when the internet connected all sorts of groups based entirely on ideologies rather than geographies. Believe in organic foods? There’s a group for that. Believe in dirt as shampoo? There’s a group for that.
Unfortunately, in the 20 years or so since the internet became mainstream, society started forgetting about it’s neighbors. It’s geographic community. Local good advertisements are a return to that. It helps ensure the health of schools, communities, and local jobs by making sure enough money stays in the local economy.
The world is constantly seeking it’s equilibrium in distributing goods, and it will continually shift, with a large trend towards improvements over long time spans (think centuries), though there are likely to be decades where things head the wrong ways.