It's not simply being uncommon, but rather being uncommon *AND* desirable. Perceived value is a product of rarity and desirability. Something with low rarity will have low perceived value even if it is relatively desirable. This perceived value is something that people want to possess. It comes down to our deep-seated desire as social animals to be noticed and recognized by others, which is the root source of happiness. It is validating to own something that we know is highly desirable but only a small number of people have the opportunity to purchase it. Maybe it reflects one's success in life or some enviable combination of refined taste and impeccable timing. Whatever it is, we want those sensational squirts of dopamine whenever we look at the car we drive. Now, I don't doubt that there are people who transcend this human desire and are able to elevate their sense of being to a level where they don't give a flying flip to what others think of them. I am not that person. I am basic, neither rare nor desirable, and rotten to the core with the urge to own rare and desirable things.