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The Urus has particularly resonated with a generation that idolizes extravagant spending. It’s the "It Car" for streamers like Aiden Ross and Kai Cenat, who are emblematic of this new money class. The Urus embodies a crucial point: it offers the performance and prestige of a Lamborghini while visually resembling more mundane vehicles. This choice of automobile underscores the identity of a generation more focused on spectacle than substantial cultural contributions.