Douching on douchebags

I’m a mechanical watch collector and self admitted Apple fanboy. I wanted to love the Apple Watch Edition (Edition = marketing speak for “gold”). But I don’t understand the value here outside of the literal 1-2 troy ounces of 18k gold ($900-$1,800).

The Gold Apple Watch Is Perfect For Douchebags | TechCrunch

I wonder if there might be more criteria for being a douchebag than just purchasing something Kevin Rose (author of the above) doesn't understand.