We're saying anyone who thinks they aren't susceptible to marketing is fucking delusional or in serious denial. This isn't complicated.
The insistence of "I only buy based on quality" is complete bullshit. It's exactly what marketers for luxury brands have trained you to think, which is what makes this funny. "You're self reliant, an outdoorsman, you're smarter than other people, and you know quality when you see it. You care about the Earth and your community more than your own selfish interests. You can't be fooled."
The only confusing thing on this thread is the really odd flex coming from those who can't accept the fact they pay extra not just for quality, but to send a message to others. I guess that's difficult to accept for some. A simple example: LL Bean has a lightweight pack-away jacket that is every bit as high quality as the Patagonia nano puff, except it costs $129 instead of $229. Lands End has one for $118. There are tons of other examples. You're paying that extra $100+ for the brand. Patagonia has sold you a message that resonates better with you than what others are pushing. If quality were the true driving factor in the decision, the Patagonia jacket makes no fucking sense whatsoever.
Patagonia has masterfully utilized "demarketing", which ties in the "reduce, repair, reuse, recycle" concepts. It's little more than a form of greenwashing. Recall the "Don't Buy This Jacket" campaign? This resonated with lots of folks. It also increased their sales significantly. They preach this stuff because it makes certain people buy more of their products, if it didn't they wouldn't push it. It's no different than the mythology built around Chouinard (which he very carefully nurtures - what a kind and gentle billionaire he is), a narrative they are continuing to push with the story that started this thread. Greenwashing fucking works, and there are a handful on this thread that are clearly very susceptible to it - susceptible enough to pay way more for a jacket and still think they only buy it for the quality.
Wear whatever the fuck you want, but acting like you are above marketing while walking around in an overpriced branded fleece or puff jacket is hilarious.