Tom,

I've lived in SE Asia and was shocked to see swastikas being worn as jewelry — until I did a bit of research. Understanding perspective is huge. Good comment.

I would agree as well. Providing emotional value is important. I see the opportunity to own an experience, to own a brand. When there is a ritual to adopt, master, or adhere to, it puts you inside a group, a club, an "in" with knowledge to how things were intended to be done. It can even be extended to more powerful traditional and cultural preferences. That is something you can own, which breeds emotional attachment.