Why?

This is more a question to all the people asking questions. Why do people buy whole new computers or spend loads on graphics cards just for one game? I can understand if you have many games or other things to do. But I just see countless people with the only aim to play GTA IV (the the most common i see). You can complete that in a few weeks. I'm not having a go, I just wanted to see if anyone else agrees? It seems odd to me. I've know its easy to really want a game when you cant get it. But even so people paying out hundreds on graphics cards or whole new computers?
What do you think?

Bragging rights and synthetic benchmarks. It's not just computers that attract that mentality, I used to be into Hi-Fi and that's a whole world of people spending silly money for diminishing returns. Why do I have a fancy hand built wheel on my push bike when I'm still a smoker? Because I like it and it makes me feel good. Same with most purchases people make for pleasure.