More people nowadays are brand conscious because of the alluring presentation of otherwise normal looking things. Brands attract people by using pretty models or well known celebrities. Another reason is that people are succumbed by peer pressure. If my friend owns iPhone instead of Motorola, or KEF instead of yamaha msr800w at guitar center should I get the same too? Of course not! Whatever really works for me is what I am gonna get, not based on other peoples opinion.