In the USA, we love to aspire to be other, "better" people. It's why some poor people vote against their own interests to cut taxes on the rich (thinking that one day they'll be wealthy enough to benefit from it), it's why Uber is a "revolutionary" and not a regulation-dodging jitney cab service, it's definitely what's powering much of tech bubble at this point, and Soylent is but another example of all this in action.