Branding. Its the greatest advetising idea ever dreamed up. Those people are branded like so many people through out the modern world are. They don't know why they wear a t-shirt with HILFIGER in bold letters all the way across the front of the shirt or why they paid $60 for a t-shirt. They don't know why they buy a pair of Air Jordans when they don't even play basketball. They flip on the tube and are bombarded with comercials and celebrities with these products so they go get the same. In many cases I don't think they even know that they have other opptions. And many time higher quality with more affordability options.
Just the other day a woman brought in a Coach purse for my wife to repair, because the gromets holding the straps on had pulled through the strap leather. This Coach purse is an extremely expensive purse, but its utter crap.
Just watch this 
