Sub zero, as a collector. I love the crap out of anything automotive, and toy cars in my opinion count. Because they get even small children into something that can become a lifelong passion.
As for people who don't collect. I have many a time been that grown man digging through boxes of toy cars.. but it's ok. If done the same thing for years due to legos/toy cars/transformer. And many other things. So for the average Joe. Uncool. For those in the know sub zero.