To track some personally noteworthy events, observations and thoughts, letting them age and savor/regret them again a long time later.
As a Star Wars fan, I find that commercial entertaining. It made me remember those times when me and my friends dressed up as various characters such as Luke Skywalker, Boba Fett, Stormtroopers, and Rebels with our make believe laser fire and force powers. And even years after that, our love for the whole story never falters. One of my friends even had a decal on his car showing his love for the series.