The Importance of Price in Perception

There's so much in the book we could, we could talk about and we don't want to give it all away. But another area which I love is where you talk about the just pricing and frames of reference being significant in someone's perception of something seeming expensive or cheap. The idea that it's not a binary thing. It's only expensive or cheap relative to something else. Yeah. Well, perception is always relative. It's never absolute. And the whole sort of Nespresso concept is interesting in itself because if you compare the price of N Espresso capsules to a jar of coffee on the shelf,. they're ridiculously expensive in terms of the number of cups of coffee you get