I am having a house built, and I was amused by the emphasis put on countertops, cabinet door styles, and water faucet designs. Meanwhile, I asked about the actual materials used in the construction of the cabinets, and the local design center workers looked at me like I was insane. People would routinely spend $10,000 on trendy cabinet doors, never once caring that the boxes and end panels were cheap particle board. I asked for plywood end panels, and according to them, I was the first they had ever met there to request this. It took them two weeks just to find pricing on it (it wasn’t bad). But that just shows you that even when you build a house, the target demographic is female. Everything is about style, trendiness, etc… A man comes in, and asks structural questions, and everybody has to look up the answers because who gives a damn if the cabinet boxes fall apart when they get wet — but everybody needs a name brand quartz countertop with some fancy cabinet door made of imported wood from … wherever.
Then again, 96 million households receive HGTV; somewhere around a hundred and thirty-four men actually watch it, and half of them are hoping to learn how to flip.
Even something like the traditionally male space of fast cars ultimately caters more to women. Most people don’t buy Ferraris because they are Italian automobile enthusiasts, they buy them to signal wealth to cater to the desires of women. Pleasing women is at the core of our society, it’s embedded in everything. You don’t see a campaign to buy your man beer, to give him plenty of his favorite sexual favors, or any of that. And if he asks, it’s probably sexist or woman-hating. Maybe it’s even rape.
And now you know why both Maserati and Lamborghini are selling sport-utility vehicles. It ain’t because the Mister needs a place to stash his tackle box.