More evidence, if any was needed, that advertising works. The entire product is built on marketing a self-image to those who for whatever reason aren't perceptive enough to see how they've been manipulated by the advertising industry.

I'm somewhat guilty of it myself when it comes to outdoors activities that I'm passionate about like climbing and hiking and backpacking and snowboarding. I know a lot of it is overpriced bullshit that I don't actually need, but sometimes I'm like "here, just take my money, I must have that fancy new piece of gear or equipment!" At least I'm aware of it though.