Don't bring girly Imprezas into the conversation, but no I don't consider most of the STi stuff to be ricey compared to the WRX. Sure a lot is purely for show, but it adds up to a general, real, measurable improvement.
Silly speakers and amps, low suspension, massive bodykits and pointless paintjobs are all rice - they do nothing but scream "one, low IQ, owner from 4th hand" at people, and show a lack of mechanical or automotive understanding (although, like graffiti artists, it does show imagination and creativity, but they won't help a car go quickly or be impressive).