[zoggenhoff]

Most likely some kind of signalling behaviour.

Status signalling is what a particular kind of "rich" person does to indicate they are rich or high value. Often also used to bolster social capital. You see it when women buy extraordinarily expensive designer brand hand bags. Men buying sports cars but have no clue what is under the hood. The key element is not the actual product but the visible cost involved in actually purchasing it - expense as a feature.