From vague memory, "investing" has been a Sales Dept. buzzword since at least the 1970's. Typically used to ease a prospective customer into spending too much (if not way too much) money on something. With fairly explicit implications about $Product being awesome, admired by people you know, and lasting an exceptionally long time. And implicit implications of getting the customer emotionally invested in $Product - to the point where he is no longer making rational decisions, and spending way too much money.