So what are people wound up over exactly?!?

Hey, I've got a question for the world. If there are people starving to death, people dying of all sorts of diseases, people in the midst of warfare not even knowing why they are fighting with machine guns and bombs going off in all directions, there are oil spills, there are endangered species, and there are people trying to get the Amazon cut down; then why the **** are people so wound up about pedantic things, like nationalism, and what someone might have that is a bit cooler than what they have, when there is nothing wrong with the caliber of their lives, in western countries?! Is getting really wound up about the other stuff not a lot more important? I am as wound up as I can get about the differentiation of socieconomy world wide, and about enviromental issues, and a bit more, you see, but people keep doing my head in and keep getting seriously wound up about things that I find impossible to get wound up over. Is there some big reason that people should be so wound up about things like who has something which on the surface seems a bit cooler?