I think it's more of a Society of the Spectacle thing than commodity fetishism. The idea of being able to live a better life or be a better person by buying this shit that doesn't actually help you, and it's a natural extension of it not actually helping you while simultaneously being a lifeline to a fantasy of self-actualization that you tuck it away somewhere, because all that's logically left of how it "makes things better" is the buying and the ownership and not any conventional use value.