From an economic perspective I think (more) informed consumers will just accelerate competition and innovation to obtain better results. Would be curious though to see some (academic) analysis on what is the influence on consumer expertise and brand impact over efficiency.

I feel that people "trust" too easy these days. Being it brands, politicians, artists, ideas, online videos, phone calls from a Nigerian prince, etc. I am not naive to think the majority will change tomorrow but I would advocate for the need of change. To make a far fetched comparison maybe 1000 years ago people would have said "learning to read is unpaid labors that does not benefit peasants", but I think more knowledge (and critical thinking) benefits everyone.