I can't pretend I don't have my own contradictions going on, so I'm not having a go at the author. But I did find it a little funny when reading it.
You'll find people posting about upgrading their bag from the $300 Aer Travel Pack, to the $400 Goruck GR2 because of style preference. I've seen someone talking about repurchasing items they already own in a particular color to match their packs color scheme.
I think the motivation for many has nothing to do with being anti-consumerist and more about just freedom to travel without paying-for/carrying-around checked-in luggage and all the other benefits of travelling light, which is fine.
I think YouTube has caused a big increase in this. One bag, EDC, Ultralight - the videos are all completely the same. "Here's a bunch of things I just bought, and here's a bunch of things I've used for a month and am throwing away". With YouTube they can get paid to do it though, and get to add a new dimension to their hobby which lets them connect with others.
As you say, all of this is fine. I certainly can't cast judgement either, I for sure have my own issues with over-consumption.