luxury = marketing to idiots.  It's selling the sizzle with no steak.  It's been around a long time.  

I haven't listened to them and I wouldn't if I had the opportunity.  They're a product priced at a point where they don't have to compete.  And that's the point I think.  Competition avoidance.  It's super uninteresting.  Throw in a bunch of crazy expensive tech and pretend that makes it great.