Consumerism has done this weird trick of pushing "convenience" as a kind of moral sentiment. It does not apply to "work" (or "labor" to those on the left) which is supposed to be non-fun but required.
The central idea seem to be that anything that is not one's "job" should involve as little effort as possible. Laziness is a virtue and anything that requires effort is dismissed as foolish, old-fashioned drudgery. But don't most rewarding things require effort?
If we want people to move away from corporate hegemony, we will also need to convince people that convenience is often not a virtue and that doing things the hard way can be fun, interesting and convivial (not to mention more sustainable, local and humane).