Because they think it's cool.
Like the people that put $5000 rims and tires on a $4000 car. It's retarded.
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Meh that doesn't bother me. I put expensive wheels on my celica even though the initial purchase price was low.
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I generally meant what I said on bad looking cars. If it looks good, paint job wise and stuff I don't care. But when it's rusting up and what not, and dented. Then it looks bad.