When was the last time you bought something and felt like it was yours?
Yes, you own it, but there’s a difference when someone else has that same thing, which evokes a “me-too” kinda feel. In this era, it’s not that we’re striving to be different. It’s that when we own something that we’re passionate about or something of deep, intrinsic value, we would like our personality, our style, and our being to be expressed in that. For motorcycle enthusiasts, that feeling of showing up to a bike meet and seeing someone else’s bike dressed in the same outfit as yours is like going to prom and someone has the same suit or dress in the same color as yours – it doesn’t sit well.