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In page Geisha:

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This popularity was then increased by the introduction of various laws intended to clamp down on and regulate the lower classes – in particular, the emerging merchant classes who had established themselves as the premiere patrons of geisha. Both had, over time, come to hold much of the purchasing power within Japan, with their status as lower class allowing them a degree of freedom in their tastes of dress and entertainment, in contrast to upper-class families who had little choice but to appear in a manner deemed respectable to their status.[citation needed]