No idea. My uneducated guess would be for the same reason people drive SUVs in inner cities, to get the illusion of an experience (It's kind of the third generation of car advertisement. Back in the days it were utilitarian arguments, how efficient and safe is the car and so on, then came keeping up with the Joneses, cars as prestige object and now it is car as a vessel which helps you to dream. We don't evolve, we regress.) Modern life is so boring but if I wear this military stuff or drive this little monster truck I can pretend that I am in the jungle.