Pretty stupid, but lots of people will buy it because they like to think they know who they are, and they are living life their way. Independence gives true identity. Do your own thing. Just do it. Dare to be different.
Conformity is boring.
That's the answer our ungodly society gives us to our search for identity. That's why we had the grunge trend, and punk before that. The idea that conformity is boring and you should look however you feel like looking, even if it's ugly. In fact the grungier it looks, the scruffier, the uglier, the more conventions you break, the better. All these individuals are trying to look more and more individual, and they end up looking the same anyway.