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Rory Sutherland on Alchemy

EconTalk

The Complexity of Starbucks Coffee

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There is a thing which of course Freud called the narcissism of small differences. There must be a little bit of that going on with oat milk and other forms of lactose free dairy. That the extent of making stipulations serves to suggest you're highly sophisticated. But it's worth remembering that we still cope making those choices. Even though I think someone calculated that the number of variants you could order at a Starbucks is more than 80,000.

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