I'll agree Ronnie Fieg is more a marketing machine these days, but, if anything, I appreciate his colorways and packaging.
Virgil has a bachelors in Engineering, like me, and got a masters in architecture. This isn't someone who just woke up one day, browsed the internet, and decided to make t-shirts. Most of his products have the ethos of tech and functionality which tie into his educational background. Being someone with a similar educational background, I appreciate it and don't purchase for hypebeasty reasons alone.