I think that when you are a company and sell luxury products in a capitalistic society, you try and do both at the same time, touching the irrational part of pe

I think that when you are a company and sell luxury products in a capitalistic society, you try and do both at the same time, touching the irrational part of people, their values. They placed a bet on people who will like to think different in 10 years time - which is what new car model projects have to point at: "How do we shake the world of a rich person in 2034? Let's go in that direction.". This of course is my humble opinion, but I think it makes sense. They may as well just have failed to do that, I don't know.