Economics is predicated on the assumption of ergadicity, which i'll leave to another podcast. But you must have this conversation with ola peters who argue there's a foundational mathematical error at the heart of the whole ea of expected utility. It's also wrong about human objectivity, because we respond to things according to their meaning, not according to their objective qualities. Context changes meaning. What's expensive in one category is cheap in another. We think there's an opportunity here for people to suddenly realize this is spectacularly good value for money. In the same way that nespresso survives because people compare the price to starbucks, not to maxe house.