Either that or its some dentist with too much money that likes to show off all his new equipment each weekend at his uppity country club.
I couldn't tell you the last time I actually bought a club, maybe 5 years ago. Until my **** swing gets better (which it won't as I rarely play), there is no reason for me to upgrade equipment. Instead of hitting my driver 50 yards into the adjacent neighborhood, new technology would just make it where I hit it 60 yards in.