We don’t own things in the gig economy; we rent them, share them, lend them, swap them. We don’t have fixed 9-5 jobs, we are freelancers that set our own hours. To millennials, this is second nature. They cannot afford to buy stuff in the traditional way, nor do they want to. So, rather than booking hotels and owning cars, they rent flats on Airbnb and hire a few hours in a Zipcar. They work a couple of days a week as Uber drivers and make a bit of extra money hiring out spare rooms or carpooling on the way to their primary job. The next opportunity or experience is just a click away on a mobile phone app.
I didn't know it was possible to drown this deep in your own bullshit.
Also, the idea of a 40k watch is not fundamentally offensive to me, but somehow this is. The point of owning a 40k watch is showing off that you can spend 40K on a watch. The point of renting a watch is... spending X amount of money so that some people who happen to notice think you own a 40k watch?