I can relate to your situation. I was in a position that required me to teach others how to sell premium products. This made my inner MMM want to vomit.
I had some conversations with others and definitely heard the sentiment that people are going to buy what they are going to buy, and I should just get over it. But that didn't do anything to help me with the disconnect I was feeling. So I did some research about purchase motivators to the affluent, and people in general. Through this, I found the main reasons that people buy seems to boil down to the person seeing it as an investment (gold, real estate, stocks etc.) or because it was an emotional purchase.
The emotional buyer is seeking, through that purchase, a feeling of accomplishment (where just by owning the thing, they acquire a feeling of achievement), or status. For example, you can buy a Fruit of the Loom three pack of men's white cotton jersey t-shirts for under $10. Or, you can buy a Burberry white cotton jersey t-shirt for $80. It's the same material, and it does the same job. If you look at some of the marketing for Burberry, it has celebrity endorsement. It's young, cool, edgy, sexy... whereas Fruit of the Loom's campaign is guys in fruit suits. There is nothing sexy about guys in fruits suits. Or that emotional buyer is purchasing for the experience. E.g. "I stood in line, for three days, in the snow to be the first to own *thing*" (and the entire saga is documented for everyone to see and share in the experience via social media).
This discovery really helped me with the disconnect, because while *I* am motivated to purchase when I see something as an investment, not everyone is that way. Props to those emotional purchasers; if that person wants a story, and the only way they see to get it is to buy *thing*, then I'm happy to create that story for them. Everyone wins.