They probably have big, squishy seats. (I AM ONLY TALKING ABOUT THEIR BIKE SADDLES--THIS HAS NOTHING TO DO WITH WHAT THEY ARE CARRYING BEHIND THEM ON A DAY-TO-DAY BASIS!)
They big squishy saddle will feel more 'plush' for a short time. Over a longer ride you will spend too much time squished down into its pillowy softness and it will cut off important blood flow. For serious riding, it's better to not have thickly padded saddle. You need to find that perfect saddle that fits your bone structure. It is a trial and error process.