This is the role of commodification; to turn something, a service or item, into something that can be sold -- but more importantly, sold to the masses. Throughout history we have seen the commodification of products, services, and subcultures (punk culture), destroy the things we loved and needed. This was my reaction when I realized the rave scene had been commodified, packaged, and sold to the masses. But what I have recently realized is that by commodifying raves, electronic music -- one of the pillars of the rave scene, electronic music was able to enter the mainstream -- something that I assume the first DJs thought never could happen. Even though raves have been commodified for the masses, 'real raves' still exist and are being sought out by individuals who were reeled in by commodified raves.
Drawing from this example and the idea that commodification is the act of turning a product or service into something that can be sold to the masses, I feel that political subcultures can gain political power by commodifying their ideas for the masses.