My boxers become pretty much shredded after 6-7 years.
I wonder about that too. Maybe people are not washing theirs properly (hot)?
Maybe you buy more expensive stuff than I do, but mine would always end up getting holes near the seams just from washing them (yes, hot).
That might be, I try to buy from manufacturers that do not exploit.
All of mine recommend washing in warm water.
Mine say that too (40°C, a bit over body temperature, in case you are used to Fahrenheit). I wash them with 60°C though, which is the normal "near body clothing" washing temperature one should use.
Consumerist propaganda? I can't imagine many people taking it that seriously. I do, in fact, buy new underclothes every 2-3 months only because I prefer the unworn feel. I'm sure many would agree. Looks like a startup with a not-so-novel idea, but a nice ordering interface and hopefully nice ordering process that will succeed.