"Well, tis true, boys like loud noises and bad smells and to look tough, and driving a Hummer is like wearing that costume. Similar to the monster truck fetish, I'd imagine, but the Hummer's military connotations give it that slight testosteronic edge that I think qualifies it for the conceptual label "codpiece". It's about potency and, dare I say it, projecting force. It's the conqueror's chariot for the 21st Century."

For some guys perhaps. Others just like machines which are made well. A Hummer is designed to be fixed in the field- that means it's made a certain way. Now a Hummer owner may or may not ever use this capability. But still is the quality of the machine- it may not be as visible as chrome, but similar thing. All alumium frame like the LandRover is also cool. The fact that you could go anywhere- even through a small river is like a swiss army knife.

And of course, and probably most important aspect is it's something you can learn about and talk about. Probably most Hummer owners will enjoy telling anyone who wants to know all about the Hummer- they get to be a "car salesman" kinda, sorta.

And think of joy of using a Hummer in situations where it's designed to work better- when roads are flooded or say going off-road camping/hiking.
A Hummer is a poor man's flying car or personal jet.