I'm not sure if I'd really characterize all the companies they talk about as "nice to have".
For instance, I don't see Stitch Fix or Carvana as fundamentally luxury goods, but you might think of them as really silly marketing channels for something you are going to buy any way.
I wanted to like Stich Fix as my neurodivergence makes managing clothing hell. It was convenient and better than nothing, but in my first round with it they sent me stuff faster than I could use it so I suspended the service. When I wanted to get something a step up from what they were sending me they struggled to adapt. I came to the conclusion that they weren't really doing enough for me, like I need the 5-Star Fairy Godmother who supervises line manager Fairy Godmothers who supervise the line worker Fairy Godmothers.
