Re: 'because you think it makes you look cool'
Bose is the Mercedes of consumer-grade audio equipment. I know lots of people that will only buy Bose, even if the product itself is not so great (eg. early QuietComfort models).
You can tell if someone really likes audio stuff if they have some entry-level to mid-grade professional kit that looks ugly as sin but sounds great.
And then... There's the people that wear AirPods...