It's almost irrelevant what the competition was. Getting there and being first in line to see 'Star Wars' becomes more important than the actual experience of the film. But you have to be seen with this thing, make a public statement. We use our things as symbols, as quick shorthand for who we are. Nobody wants to climb Mount Everest anymore.
Nobody wants to go to the moon.
We all live a life of struggles. We have so few opportunities. In school, if your last name begins with G, you're never first. So you grab the chance to be first at something. It becomes a control issue.