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Seems to correspond to how our society works and the amoutn of people. When it's a town of 150 with only 80 that don't produce that own means of survival or a good amount of it, then you have customers. When it a town of 27, 000 and 24,000 need retail establishment to acquires living necessities and probably networks of pipes and wires, it's consumers, because it is how the self-perpetuating collectives of people operates. That's my take on it.
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