I have a coworker who is continually preaching about how technical gear is just overpriced crap, unnecessary, REI is the devil, etc etc etc...

Well he earned some gift cards to REI this year because of a work incentive and his fiancee convinced him to buy a down jacket to ski. Boy, it's amazing how quickly he changed his tune...

(he still complains about the price, but he seems to see that there might be a reason for it!)