If one is to use 'laying down a small fortune' as the major qualification to the 'serious business' club, I think buying and driving a super-car would certainly qualify as serious business, but one of the most quoted, aired and respected super-car reviewers is Jeremy Clarkson! The guy who calls a car 'too perfect' and 'duller than watching a clothes drier', and then proceeds to purchase this same car (Lamborghini Guillardo) a few months later. Yes, he's full of crap, but he makes jokes and explodes caravans!
I feel your pain, but I don't think it is unique or even new. There will always be a dumbing-down and a funning-up of anything deemed too serious and fuddy duddy in someone's eyes.