If you notice from their messaging, what the brand focuses on is not the "ape", but the "club"; or "yacht club" to be more exact. People wanting to belong to so

If you notice from their messaging, what the brand focuses on is not the "ape", but the "club"; or "yacht club" to be more exact. People wanting to belong to so called high status societies goes back thousands of years. Their offering is so shallow that the high prices seem paradoxical. Which is a great thing for a brand because the paradox hints that the value is intrinsic. "It's big because it's cool". Whatever technical issue we have with them is irrelevant... Until June when no one even remembers this.