Advertising these days no longer sells on the merits of the product itself. It is all about the warm and fuzzing feeling and sense of belonging to something... but it's all bull$h1t.
Teaching people that they should cultivate their identity through consumerism was a genius move from an advertising perspective. Like do you want to be a 'biker' guy, then you can't just buy a motorcycle, you need to buy all the t-shirts and accessories, all the leather stuff, also you have to buy all the same stuff for your wife who's now a 'biker wife', then you have to be a part of the mass group. Same thing with anything else, gamers, athletes, 'hipsters', etc.