It's just hype and marketing mate, nothing else, if your working in the city on £100k +bonus then notes is diddly squat, you want the best, your hyped about the jungle boys and want a scannable packet so you can tell its the real deal when you open the pack. I had a £12 Cabela's T-shirt on earlier this week but went into a store while my mate had a fitting with a personal shopper for a 600 quid T-shirt, hype and marketing, nowt else, and Instagram and online influencers make it 10X worse.