For their normal models: I think it's the fact that they're pretty much the only supercar manufacturer left that still has SOME emotion put into their cars and that you don't see on every corner.

Lamborghinis are incredibly common among supercars lately (every other generic automotive YouTuber has owned a Gallardo at some point in the last 10 years), Aston Martin just uses Mercedes engines for nearly everything and... I'm sorry, but I still can't stop seeing a Ford Mondeo when I look at one ever since Ford unified their brands' design language when they owned AM. McLaren still makes fun cars, but the 750S is just a facelift of the 2017 720S. I'm a huge fan of Koenigsegg, but they're a purely hypercar manufacturer, they make Ferraris look AFFORDABLE in comparison. Over 30 years since the original prototype, nearly 25 since their first production model, and... They've made under 1000 cars in total. Their 4 seater grand tourer costs 1.9 million dollars, the Jesko starts at 3 before options.

For their high-end models: I think the douchebaggery is probably a plus for some of the buyers. You see an F80 somewhere, you KNOW that person has bought at least 10 other Ferraris since you can't walk into the dealer to buy one, you have to be invited to buy these cars. And it's not like the competition is any different. Go try to buy a Lamborghini Fenomeno or a Bugatti Tourbillon. You need to be approved first to get your allocation.