When reading Seth Godin's blog, he talks about paying extra to get what you really want; and what we really want is respect. Respect is said to be the ultimate currency. He applies this to the consumer world. He feels that if he pays more or for the most expensive product the people of that business will be nicer to him, they will pay him back with respect.
Article Link: http://sethgodin.typepad.com/seths_blog/2008/09/how-much-extra.html
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