I think there are two types of people you could consider in this scenario.
The first being an individual who has a genuine interest in a hobby, they research what gear would be the best for what they want to do, and then puts in the work to gain expertise.
The second type is where I think the derision is focused. These are the people who walk into a store, and either ask for the top of the line gear or just buy whatever is the most expensive, without putting any thought into it, and don't really care about the hobby. In other words, the hobby is performative, and the gear becomes a status symbol.
I don't have any ill will towards someone buying the best gear for their needs, regardless of skill level, but if you're just doing it for show, I think that's fair game for mockery.
The word "Objectify" is about 2-3 syllables too long for whoever created that ad to understand.