Hot Take: Is the 'Luxury' label actually ruining the fun of collecting?

Let's be honest: when a brand is positioned as 'luxury,' does the community stop looking at the design and start looking at the prestige? Are we losing our ability to appreciate a beautiful dial or clever complication because we're too busy worrying about secondary market value and brand heritage? Let's debate: Does 'luxury' branding actually make the watch hobby more boring?