$ of style products > $ of performance products = Rice
Someone who owns a stock Japanese vehicle is not rice. Someone who actually makes good performance mods and keeps the vehicle tasteful is not rice (like the 700hp Supra). Someone who just wants to make his vehicle more comfortable or unique, while keeping tasteful, is not rice (for example, adding REAL European parts onto a Focus).
Ricers are people (typically 25 and below) that think if they own a Civic and add a big sticker in the window that says "CIVIC" their car will go faster. Just having the NOS sticker does not add power. Orange wings do not make you look cool. Carbon fiber, especially fake carbon fiber, that is not painted is ugly. More people need to think before they waste money.