I think it's very important to remember that the guitar is only a tool. It helps us to express what is in our hearts and in our minds, and it communicates what we give to it through our hands. Learn how to play expressively - then get into finding technologies that help you express yourself more clearly. Anything else is just gimmick. This is not directed at the fool, because I think he has done his homework on 'finding his sound', but at those who think that buying the same gear as 'X' will make them sound like their hero. It doesn't work that way. You will always sound like you. Good or bad, that's how it is. BB King playing a Telecaster is still going to sound like BB King. Once you are able to define and recognise 'your sound', you can look for ways to enhance and clarify it.