I have to say it irks me when people tell me "man, it's just a car!!". You could tell anybody that their passion is "just" whatever that passion is, if it's not yours. For instance, (UK guys) I could say "soccer is JUST a game". But tell that to the hundreds of thousands screaming fans at the games, pubs, and houses watching it.
Cars are my passion, my one passion in life. I sometimes wish that I WASN'T so crazy about the car, worring about any little chip or mark on it, because I think I might enjoy it more. I won't drive it sometimes if I don't know that there is sufficient parking because I'd worry about the car the entire time I was there and it would ruin my night. I know this is crazy........but it is what it is! Different people have different passions. Don't try to tell them that they shouldn't feel the way they do about their car because if you're a true car enthusiast, you'll never change!