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It's really reminiscent of the "Derelicte" campaign from Zoolander. I don't think it's Targetware. I think it's supposed to ridicule the fact that most people can't afford this stuff. Remember the bankers who hung out on their balconies above Zucotti park drinking champagne while Occupy was happening, laughing and taunting? Those are the people who would buy a $1000 tin can. It's not lack of understand; it's deliberate antagonism.