I get it.
If you don't have time to build your own,and you have the money, why not.
They cater to those that have deep pockets who want to play cowboy, motorcycle gang member, excotic sports car enthusist etc. Icon is appealing to their fantasy of being a good o'boy with a jacked up 4x4.
I do confess, I really like their 66 Derelict. I could see myself driving around in it...I wouldn't be able to afford the other fantasy personalities. ;D