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IMO, the whole "tuner" culture came from people who couldn't afford to buy nice cars to start with, but instead could only afford to buy a Honda Civic, but still wanted a performance car. The idea is that if you spend $10k on a car, you can spend another $10k on mods and have a better car than if you bought a car for $20k. You've got a car that cost a bit more, but already performs well. Why bother upgrading it?
Of course, "if too much is just enough, more has to be better," has always held true with horsepower.
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