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To me it's simply something that's in our nature. When we take a keen interest in something and enjoys it, we grow to love it and become attached. It will become as if an extension of ourselves. And of course we only want to represent ourselves in the best image possible, so we make the extension better, more special.
Of course this can be argued that the extension be a pure vanilla form. That's why I have a shite e30 to get my mods fix
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