Everyone else pulls out their boring, rectangular beach or (ick) bath towel. They're old. They've been passed down for generations. (Yuck)
Then you pull out this beautiful kaleidoscope of round color.
The people around you gasp, your friends call you names in their minds (or audibly but under their breath).
You can smell envy, mixed with coconut tanning lotion and this morning's Starbucks on their breath...
This all makes you happy.