He also isnt fucking wrong.

You want people to feel special, like buying your product brings them into an exclusive club, a club that now becomes part of your identity.

I was a bouncer for years and Nightclubs dont have guest lists and VIP areas for nothing. People who can walk past the line, and dont have to pay the cover charge spend way more money because we make them feel like a somebody. Which clubs you're on "the list" at matters to some people.