If you see things that don't meet the norm as 'deviant', then you are approaching the world with a mindset of mass, of conformity, of obedience. You are assuming that you can be most effective and efficient when the market lines up in a straight line, when one size does fit all, because one size is cheaper to make and stock and distribute.
On the other hand, if you accept differences as merely variations, each acceptable, then you realize that there are many markets, many choices, many solutions.
Packaged goods, leadership or governance–when you expect (or demand) that people don't deviate, you're robbing them of their dignity and setting yourself up to be disappointed.
It's okay to say, "this thing we make, it's not for you," but I'm not sure it's productive to say, "you're not allowed to make the choices you've made."