The little-ist consumers

Great stuff about children as consumers in this weekend's New York Times Magazine (site registration required) and in today's Washington Post. I read both with equal parts fascination and horror. Fascinated because I think it's good that kids are learning about aesthetics and quality. Horrified because to me it seems that it's just another factor pushing kids away from being kids at an earlier and earlier age. Is there a middle ground? Are they becoming mini adults when they should be maxi kids?