They are rebels against structures of a childhood which they found oppressive and suffocating. Children should be seen and not heard. Children were subordinate, subject to the vagaries of the adult will. Kids are restive and want to know why. Children were never consulted about what they would eat, when was bedtime, what kind of goods the family might buy.
Kids are apprentice consumers.
Kids are not children, and indeed, never have been. They have power. Children have none. Kids have dethroned, not only children, but also their elders. Kids are knowing.