Lifestyle, Danner, and Nikkor

I have a vague sense of what lifestyle means.  Nothing too negative but nothing too positive here.

I notice Danner, the boots manufacturer actually lists some or actually many of its boots under the Lifestyle banner.  For me that's a questionable classification.  Lifestyle as in fake, wanna be?  I think it's really a brave move.  I mean I wear biker jacket and I don't even own a bike.  I wear tennis shoes and I don't even play tennis (not anymore).  But to explicitly state your products as lifestyle I think it's a brave move especially considering Danner, I think, has a history of manufacturing genuine goods for the military and the like of hunters and gatherers from way back.  For me, lifestyle is almost like a dirty word.

While I am on this topic and in the spirit of one always needs to find something to complain about ...
I can't help but notice NikonUSA likes to classify their lenses into categories, not objectively by focal length or zoom range or max f/stop, but PEOPLE & EVENTS, SPORTS & ACTION, NATURE & WILDLIFE, MACRO & CLOSE-UP, VIDEO, AND SPECIAL PURPOSE.  To me, the only category that kind of makes sense is MACRO & CLOSE-UP.