I suppose it all makes sense

Underwear companies do plenty of marketing, to both men and women. There is the Victoria's Secret lingerie fashion show, shown at prime time, the Times Square underwear billboard (I guess that was a while ago, but still), lots of print ads, etc. I think fancy underwear is supposed to give us that "special" feeling, like knowing we've got something going on that no one else is aware of. So, really, I should not be shocked when Maddox tells me that he can only tackle certain difficulties in his life while wearing his Star Wars underwear. I just need to buy more of it.