RM,
I just read your article on Extreme Couponers on TW.
http://www.tulsaworld.com/opinion/article.aspx?subjectid=62&articleid=20110612_62_0_Idoapp816163Good article. I can't imagine going so far as to scavenge other people's trash and recycling for coupons. My wife is a coupon nut, and a member of many of the coupon forums. I am having her post your article. I may have some insight to offer on the culture.
We used to spend around $600+ a month on groceries (family of 4) and most everything we bought was Always Save, or Best Value crap. We also burnt around $200 eating out every m,onth. About two years ago Megan discovered the coupon culture (after an episode of Opra, or Dr. Phil or something like that). I ridiculed the whole idea because I hate getting in line behind someone with a bag full of coupons.
Here is the result. We spend less than $50 a month on groceries. She shops every day with her coupon portfolio and most of her trips result in a car full of groceries for two or three bucks. Each weekend she gets the Sunday Tulsa World from my parents or her parents or both and clips for an hour or so, but most of the coupons she uses come directly from the companies. You just have to know how to send for them. Certain things, like soda, we haven't purchased in years (we have cases of it in the garage).
My wife has never paid for coupons but a huge number of people do.
Here's where your problem lies.The people who are dumpster diving for coupons are doing it as a business. They are not the coupon users. Coupons have become a huge source of income for people. A typical Sunday Tulsa World is worth hundreds or thousands of dollars, find a dumpster behind a convenience store with a stack of them, and you have several thousand bucks!
The web is now full of forums where you can purchase coupons in bulk from individuals who dumpster dive and spend their days clipping. These people can make thousands every day by just clipping coupons and selling them online for a fraction of their face value. To these people coupons represent income, not discounts.
For example, you can spend $10 to buy a 100 coupons each for $3 off a 12 pack of diet coke. Take those to Homeland (double coupons) and you have 100 twelve packs of coke for FREE! (bring a large car).
Or, notice a sale at Target on all Chef Boyardee products for $.75. Go online and spend $20 for 400 $.72 coupons, and go get 400 cans of ravioli for $12.
You can find these entrepreneurs on almost every forum and they make a ton of money doing this.