We live in an age where we are not content with mass consumerism - it is no longer enough just to buy the things we think we need. We want to get the right things and none of us like mediocrity.
We want to separate ourselves from the herd and to believe in the products we are using. We want the product that is best for the individual, and we don't like wasting money, time and effort on products that don't work because they were born in the era of mass production where cost and scale were everything. For us, that's what we want to change.