Well, turn it around - if there was no music, I certainly wouldn't buy the gear.
I don't know if I've ever said it was exclusively about the music, but I think the point that others have made that I listen to music regularly, both on a nice system at home, but also on the car stereo, on cheap systems at friends houses, etc., reinforces that the music is at least the key point.
I also know that my conversations with others about music are somewhere between 10X and 100X more common than my conversations with others about audio gear.
So, I think "it's all about the music" is usually not meant to be absolute, but is just a short-hand for "I love music".
I don't know if I've ever said it was exclusively about the music, but I think the point that others have made that I listen to music regularly, both on a nice system at home, but also on the car stereo, on cheap systems at friends houses, etc., reinforces that the music is at least the key point.
I also know that my conversations with others about music are somewhere between 10X and 100X more common than my conversations with others about audio gear.
So, I think "it's all about the music" is usually not meant to be absolute, but is just a short-hand for "I love music".