For the very same reason as buying weird, uncomfortable clothing in places like Fishbone, or dining at restaurants dishing out overpriced, tiny portion of tasteless salads, tofu and kindred weird stuff - to establish and maintain one's identity as a "cool" and popular person. You do not get that by eating at McDonalds, buying your clothes from Goodwill, or reading "how-to" manuals - at lest not if you travel in the yuppie/college circles.
Wojtek