3AM MAGAZINE
Written by James Ward
If you could get enough people to do it, it could be extended to everything. If everyone in London took it upon themselves to map the price, availability, storage conditions of a different consumer product, and if each person then spent £200 on developing an app, no one would ever be able to rip anyone else off.
JAMES WARD: I LIKE BORING THINGS 
I can’t find where you are taking this quote from in the linked material. I tried Googling it as well. Interestingly enough, if you search for the first line “If you could get enough people to do it, it could be extended to everything. If everyone in London”, The first chapter of George Orwell’s 1984 comes up as the third result.
@Ryan: it’s about halfway down the page, just after the reference to “The Year in Twirls”.
@Luke: Thanks! Got it!