Honestly, I live modestly. I buy everything used. From my cars, to my clothes, to my shoes, all of my furniture in my home. I've honestly never set foot in store for hottubs and I am 29. I live in an apartment and probably will until I die. If I don't buy it used, I shop off-season and get everything at a price that's actually decent. I have however, worked at many small businesses. My father has also owned a mechanics shop since the 90's. I have seen the long-term effects of increasing your price by a vast percentage for the short-term. I have seen owners only think of that 1 sale and making that amount 1 time, which doesn't make sense to me. I've also seen people operate that way (quick buck, short term) lose an extreme amount of assets long term. Why not offer it at a price that more people can afford making more people come? But you hit the nail on the head, many people find validation in having those expensive things.