pwsamiam- you are correct!! It is a sickness. A horrible, metastasizing tumor. Once you start, you will be just like a teenage girl shopping.
Your rail covers don't color coordinate with your furniture, and Jimmy has a cooler scope than I do, and I dream about a Larue QD mount, but I'm gonna hafta sell my second born child to buy one. Etc, etc
I made all that up... But it is nice to be able to customize your rifle to your personal taste. I bought my Ruger used at a local shop for $1250 out the door. It was "used". A person with more money than myself bought it new at the shop, owned it 2 months, shot it very little, and traded it for something else. I just happened to be there at the right time. And had been rat-holing money for 3 months to buy an AR.