They do it because their self worth is tied up in Lego/Lego Star Wars. They have nothing else going for them so this IS there life. Mindless consumers.
And to everyone on this site. Try focussing more on something like your health or fitness. Go run or lift wieghts. Eat healthier, not a diet but just make sure you put good stuff in your body 90%-95% of the time. Try taking on yoga or other deep breathing or stretching exercises. Then notice how much of a f*** you give that Lego is releasing another naboo starfighter or that a set design is so bad. Just don't buy it then. You winter wen care because you will feel better about yourself and not have to distract yourself with Legos.
Search your feelings. You know it's true.
Not to say you can't still buy a Lego sets or still like Star Wars movies, but you'll enjoy it more when you do.
This may seem harsh but just being blunt with you guys.
Carry on carry on.