Just a few generations ago it was said of Henry Ford's revolutionary car for the masses that people could have a Model T in any color they wanted, as long as it was black. For a long time something similar could have been said about toilets, except as long as it was white.
Such was the role of the consumer for most of our century. S/he was regarded by the business world as a thankful recipient of modern technology and mass production. It was the customer's job to consume, but not ask too many questions or be too demanding.