I just think that this leads to trying to keep up with the Joneses behavior and is a form of bragging...just like at WRX. The cost of the gear might be less but the mindset is the same.
Somewhere, some guy is bragging to his buddies about his new Mercedes. Somewhere else some guy is bragging to his buddies about his new Kia. Kia buyer can't say he isn't like the Mercedes guy because he is.