I think that's a bit unfair, no? Look at the vocabulary often used for the goods on this very thread: boys' toys, playful, fun, excited... and of course they are bought with disposable income.+1000. I can't remember whether it was in The Rake or in Revolution, but some years ago Wei wrote an article about a visit to Rolex's manufacturing facility that was a truly awful and peculiar mix of cringing adulation and blatant self-stroking of his own ego.
It read like it was written by a high school student who was terribly pleased at his own self-importance at being invited to visit Rolex headquarters and who had raided a book of quotations and a thesaurus to assist in writing the article.
We're all big kids deep down. Koh just taps into his personal version of it because (some of) his readers enjoy it and connect to it, and this has become more socially acceptable in the last decade or two (I suspect correlating with the internet making it easy for everyone to have a voice).
For a humorous take on it, from Harkaway's Gnomon:
"It must have been a profoundly nervous existence, to be Solomon Kedir or one of those other ministers, but I think that what it did to us who had no such prominence, was more terrible, if more diffuse. We lived in the Panopticon, and Bentham was entirely wrong about how it works. The watchers, watching one another, became increasingly desperate and paranoid lest they miss something, while we, constantly observed, became almost exhibitionistic of our sins. We flaunted them and dared our master to take offence at our juvenile conspiracies and excesses of the flesh."