alt Hacker NewsI think you are missing his point - the items are desireable because of the brand. The stories, the movie stars, the songs and so on.
They don’t possess a universal, objectively valuable beauty that motivates the desire. If they did, fakes would be equally desireable and they are not.
I have a set of very expensive hand made japanese irons (golf clubs). I assure you I did not buy them from social influence or clout. In fact, nobody ever really sees them except me. I bought them because the craftsmanship and how truly beautiful they are. They make me smile.