, "well, you're not touting MY brand of car/handgun/rifle/whatever, so what you're really doing is saying this thing is better than what I own, and further you must think what I own really stinks, and because I derive my ego identity from my possessions if you think what I own stinks then you must think I'm an idiot for owning it, what you really meant to do was directly and openly attack me personally."
It seems that you do understand.
