Because it provides (a) marginally different market goods, and markets require either marginally different market goods to decrease prices or on the down side to encourage continuous spending cycles on the up side. (b) marginally different goods provide a people with competitive market advantage and therefore wealth. (c) with wealth generated in markets people can produce commons that are cannot be produced without the wealth generated by markets. (d) innovation provides people with status signals and status signals are increasingly necessary as we become aware of our relative positions outside of the relative position of our local group. Yes really. Why? Primitive people when made aware of their poverty commit suicide in vast numbers. Adam and eve is a good story. But the truth is, they both hang themselves after biting the apple and discovering their ignorance.