I'm trying to describe someone who no longer favor something simply because more people are aware of it/like it now.
Possessive and selfish come pretty close but still not quite what i'm looking for.
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Possibly Contrarian. While it is primarily used in regards to finance/investing, it can be used more generally. From The Free Dictionary
n. 1. a person who takes an opposing view, esp. one who rejects the majority opinion, as in economic matters.
From Urban Dictionary
contrarian Someone who automatically tends to take the opposite point of view from the person to whom they're speaking, or to disagree with society at large out of a sort of knee-jerk reflex.
Friend: I've got some ice cream, you want vanilla or chocolate? Contrarian: Um, do you have strawberry?
Friend: I love indie rock, you heard of these guys? Contrarian: Yeah, but they're not really that indie, though.