I think it's "proconsumer" because the alternatives are so awfully anticonsummer that you see them as the desired alternative.
I mean, if someone comes and tells you: hey, you have two options, I shoot you with a revolver in your head 5 times... or I kick you in the balls once.
Sure, the kick in the balls sounds awful, but if your only alternative is getting shot 5 times in your head with a revolver...
And right now, this is the videogames market.