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It gives a car a personal touch. Two people can buy the same parts, put them on identical cars, and end up with the cars looking the same, but it's still personal because they have a car that looks and performs the way that they want it to.
Think of it as the automotive equivalent of getting your house a new furnace, new A/C system, and some new furniture, and rearranging what you have, then painting the outside or replacing the siding and doing some landscaping.
It's all about your posessions reflecting your personaltiy. Some people want something to be proud of and happy with, not just something that rolled off the assembly line nad had custom plates slapped on.
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