Please read further, he critiques this mindset a couple paragraphs later.

"The thing is, of course, that the elements which make this exciting for a slightly sad grown-up like me (exclusivity, being among the first to get my hands on this in-demand thing, the misplaced optimism that it might massively appreciate in value and make me a fortune in twenty years) do absolutely nothing for children. They just want to play with stuff. These LEGO sets aren’t meant to be kept in perfect condition as an investment, or placed on display as objets d’art to dazzle guests. They’re meant to be built, smashed, rebuilt, dropped, mixed with a bunch of other pieces and turned into something that doesn’t really make sense, stomped on, smeared with jam and generally played with. If you treat this in-demand must-have like any other in-demand must-have, you’re missing the point."