As stupid as this was, I kinda ... get it?
For example, there's a Harmony guitar in my family that was my grandfather's. It's not a "good" guitar by any objective measurement -- the action is crapty, the tone is simple, and so on. It's just neat because of its scars, because of its history and age, because I know my grandfather was playing it fifty years ago. I think I'll eventually inherit it and play it (occasionally) and treasure it and so on.
Maybe I'm a lunatic but I'm sorta fascinated by the urge people have to synthesize that kind of sentimental quality. When I was in college, I bought a copy of Shakespeare's sonnets and annotated it heavily. Today, I still have that copy of the sonnets, and keep it at my desk at work (I'm a writer, I work in entertainment). There's something comforting about looking at something I've had for a decade and a half while I build my next project. It reminds me of how far I've come, and the time and effort I put into myself and my work. So I guess I understand why this guy wanted to take this guitar he bought and, artificially, turn it into something that was "his." In a "ceremonial" sense. Even though pouring wine for all over a guitar I can't afford is irritating, I can't quite hate him for it. He might be an idiot but he's obsessed with the magic of an object and that's sorta better than being obsessed with its monetary value.
TLDR this guy's an idiot, but he's an idiot in an interesting way.