If they do not stop the bucket-and-spade people, then folks will adopt that persona when carrying contraband.
Some years ago, I was returning from a weekend in Geneva and was pulled. They looked at my passport and saw that it was my birthday that weekend. "Show my your watch". I showed him my twenty year old watch and he then wanted to search my bag as he did not believe that I had not bought a watch for my birthday in Geneva. I must have looked more wealthy than I felt.
He searched the bag and we went on our way. No problem.