Zachary's biker group is an important part of his identity, and this membership influences many of his buying decisions. He has spent many thousands of dollars on parts and accessories since he became a RUB. His fellow riders bond via their consumption choices, so total strangers feel an immediate connection with one another when they meet. The publisher of American Iron, an industry magazine, observed, "You don’t buy a Harley because it’s a superior bike, you buy a Harley to be a part of a family.''