is consumer King?

When ever some one say 'consumer is King', I get hurt. King should be dictating term not accepting or negotiating. But is it really true in case of product I buy from the market. I don't think so. When ever I try to buy any thing in the market (specially big item.. for small one I don't think much), there are actually very limited choice for me even though I see so many brands in the market for the same category. But most of them are almost same with some minor changes (some time just to make sure it’s different). Limited by economics, companies end up making product which does not satisfy any one fully. Any purchase becomes a negotiation between feature/attributes I am looking for and money I am are willing to spend. Most of the time companies tries package a product such that largest possible mass is not unhappy (actually it's a great art). In the process they compromise on some thing, favours some thing. But ultimately no one gets exactly what he wants and I end up paying for thing which I don't want and could not buy things which I want.

I think I need to wait another 20 years for technologies, market and economics to reach a state where I will be able to pay for thing which is built exactly I would wish.