I can't speak for him and I'm not saying I agree with this, but I believe what he means is that what they buy it for is actually what they get.

Audiophile are buying it for better audio, but the quality isn't actually better.

Keyboard enthusiast buy it for different materials, finishes, color scheme, sets of switches, sets of keycaps, etc... They all can be done in a better or inferior quality.

I wouldn't agree with it because it's mostly defining the object by its aesthetics features.