Why be cool?

Note: Spoilers if you haven't seen The Secret Life of Walter Mitty
So when you see yourself on the cover of Time magazine and you're walking with your girl, why don't you buy one? My theory is that most people will try to be cool and not get one to impress the girl. The situation holds for a girl I dare say. Anyway, what in our human nature tells us to do things like this? Why is it considered cool. It is rather obvious that you will buy one, no? Are there many bragging rights to having been on the cover and not own a copy?
Anyway, this could go on but I think the point is that we should all be ourselves. Personally I'd buy one but wouldn't frame it until Im sure it is my only one.
Be on the cover!