Yes, it is ego. I was recently on a backpacking trip with a few of the most 'geared up' people I've ever met, sporting all top of the line gear and very proud of it - every single item was intentional and brand names and the long technical details of every item of clothing or gear was always mentioned. It's like almost any hobby or sport - some people will geek out and get very into the 'scene'. Walmart will provide a way for new people to dip a toe into the world of backcountry gear and some of those people will move up to the specialty brands.