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You don’t have to have a total lack of self control to be prone to overconsumption. That’s a caricature you have in your mind that’s main function is to make you feel better about your own habits which keeps many from examining their habits in any detail.
I also run a lot of ad blockers and tracking blockers as well as educate myself on how advertisers use people’s insecurities against them. The “How TV Ruined Your Life” series is a pretty comprehensive. Coercion by Douglas Rushkoff is also great for immunizing yourself.
edit: Updated with links. The core of Coercion is still relevant, but it’s tech/internet perspective was from the early 2000s.