The AR offers the buyer lots of modular "upgrades" to chase after, forever excusing the initial purchase's lack of satisfaction (which was inevitable because buying things doesn't make you emotionally satisfied with your life). Shooting isn't as easy or fun as you thought? You can just buy more stuff. Getting an AR didn't turn you in to a self-sufficient hero who has won the game of life? You can just buy more stuff. You have a quiet voice in the back of your head telling you you're incompetent, but you still don't want to practice? You can just buy more stuff. Tried one flavor and liked it, but maybe there's something better? You can just buy more stuff.I bought a gun, but it didn't fill the hole in my soul that consumer capitalism has cultivated. Maybe these ten new parts will resolve that shortcoming.
Of course, the selling side of the market loves this too. Rather than dissatisfaction leading to a change of interest, the consumer keeps buying stuff from the seller.