Does Anyone Who Matters (the Consumers) Care About Industry Awards?

I was reading a thread over on ENWorld about this year's Origins Awards and the "ENnies" and issues surrounding both, and the overriding question in my mind was: Who really cares? Granted, it's nice to get an award for something you did, whether from the "fans" or your peers, but it seems like there's so much unnecessary complexity and way too much drama surrounding this stuff.

I can't think of a single gaming item that I purchased because it won any sort of award. I base my purchases on things like utility, what material is covered, previous experience with the author's/publisher's work, reviews from sources I respect, etc. Maybe it's just me, though from what I've seen and read I don't think so.

I'm not saying that such awards should be eliminated, but for what little true importance and value they have, it seems to me that the interested parties should just lighten up and stop treating them with so much gravity.