In golf, everybody remembers how good they "could" be, not how good they actually are. Think about this article
Golfers don't do it intentionally, but they often times believe they are better than they actually are. Think about this, how many times do you see a guy play with you who claims to be a handicap that represents his/her best round ever and not the typical round that they shoot. They are not intentionally lying, they just tend to remember how good they are capable of being in perfect circumstances. (mulligans, gimmies, free drops, etc.)
I think the same thing can be extended to golf clubs. Golf club sales is a highly competitive market, so golf club manufacturers rely heavily on advertising, and they all want you to believe that you can buy a better game through technology. Golf club manufacturers want you to believe that the newest SGI clubs are the cure to a bad slice / hook / etc. They want you to believe that a beginner golfer can make a purchase that will hit the ball straighter and longer. I think that this idea has forced people to believe that hitting the ball straight is the only thing and SGI club is capable of doing.
So now take a golfer who in his own mind who always plays to the max of his ability, add to that the stuff you see on weekend golf coverage (professionals make this game look easy) and all of the marketing hype around golf clubs and you create a micro society that starts to believe it's BS.
You have a person who believes that because he/she hits a nice straight golf ball, they are ready to hit fades, draws, etc. Because they believe that you need to make a purchase to enable this new shot shape, they assume that purchase is with different tools.
I am not innocent of this fact. A perfect example is my recent golf club purchase. I decided I wanted new irons and went to get fitted and hit the ping G25's and the i20's. I believed that I was capable of hitting the i20's and that the G25's were too "beginner" for me. I hit both, the fitter was totally honest and said "I could sell you the i20's you will be happy with them, but the G25's forgiveness will give you better scores" I took his advice, and am VERY VERY happy.
One of my other passions is a workout regimen named Cross fit, and while I admit that I have not been to the gym in a few weeks due to work schedule and golf in the budding spring season, one of the very FIRST things that the coaches teach a new person is to check your ego at the door. Because in weight lifting (Crossfit) you can easily get hurt thinking well that guy is clearly not as big / strong as I am, so if he can lift that much weight so can I. In golf, nobody bothers teaching check egos at the door. On a golf course, the only thing you will hurt is your wallet and/or your pride.