Cultures are Commodities

I feel a loss of hope when I see commercials and ads selling not only their product, but also the culture and lifestyle these kinds of products are made to present. It seems that for any sub-culture or lifestyle, there is a market to make money. When this happens the culture loses its appeal, becomes commercialized, and eventually withers away. Does capitalism destroy the uniquely humanistic portions of cultures by giving people the ability to simply buy into it? Does it really create a lack of authenticity? I think it does.