Normally the word "Deviant" has a negative connotation.  But in the area of personal finance, being called a deviant is an absolute compliment.  

We don't want to be like the masses; we will devote more of our dollars to building wealth and not to buying depreciating vehicles.  

We want to build wealth more than we want to look wealthy!

We're not for everyone.  We are for those who refuse to go with the current of unbridled consumption at the expense of their future selves.