That's an interesting observation on the hardcore aspect of BR, and I think your assessment is right on the money, about being a social thing. Again it's a timing thing. For similar reasons WoW was the gaming phenomenon that it was.
As far as it being geared towards kids, ya got me lol it's all in the art style. I felt the same way about tf2 and borderlands.
Lol at comparing videogame cosmetics to gpus. A+ post will read again for the lulz. If you can't understand why some folks might consider cosmetics a silly thing on which to spend money, then idk what to tell ya!
It doesn;t mater if it's cosmetics or gpu. Someone will think it is stupid that people spend their money they way they want to. It all comes down to if it doesn't concern you then mind your own business.