There is ego involved and we want to play the "high end" balls we see on tour or tv even if it doesn't fit our game.
This is the part that always interested me in terms of golf ball perception on the market, because unless you are playing the Srixon or Bridgestone tour balls (according to both company claims), you aren't buying the same ball the tour players use (for the most part), just a ball with the same name stamped on the side that you see on TV.