When we could purchase something just as good for much less money? It’s a good question to ask ourselves as Valentine’s Day approaches.
Part of this has to do with how it makes us feel. There was a joke going around in newly-rich, post-Soviet Russia that went like this: One man shows another man his watch and brags about how much he paid for it. The other man replies, "I know where you can get the same thing for even MORE money!"