I once worked on a magazine for self-builders (building your own home). The readership was assumed to be entirely aspirational - that is, it wasn't written for self-builders at all, it was written for people who dreamed of being self-builders. A hell of a lot of youtube content fits in the same bucket, IMO.

There's also conspicuous consumption/costly signalling to consider, when it comes to things that are on display like bikes, clothes, cars: in some respects, a car is a piece of jewellery.