Let's face it:
Guy really loved the bracelet and wanted one
Couldn't choose between 2 for himself
Bought both, and at once
Felt guilty
Knew his GF would clock them immediately
Bought another for his GF so a) she wouldn't give him the side-eye b) his mates wouldn't make fun of him
Tells everyone he went in the store for his GF
and it worked, the guy bought twice as much for himself as for GF, but the other guy praises him as being such a lovely BF and buying his GF a bracelet (which is nice, but it's a guilt present). He wasn't thinking of her but himself.
Clever BS, he still gets to be the rugged hero, just better dressed than the usual.
I always shop guilt-free, VCA included, cheaper in the long run.