I suspect humanizing things makes them seem more attractive to many people. I have my local news running as I sit here and just heard one anchor report that more than 50% of people name their cars. I know some who do that, but I never imagined so many do.
I'm not buying jewelry whether the necklace is an "it" or a "she." All I have to do is stay out of jewelry departments! They're more dangerous for me than the shopping channels.