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Free peanuts at the bar is an example where you give the peanuts away free and people enjoy the drink more and drink more. That's why bars give you free peanuts.
The Michelin Guide is the perfect example of complementarity. Michelin had about 90% of the French tire market in 1900. What they needed was not market share, they needed people to drive further. So, they said, "If we produce a guide to restaurants and interesting sites, that is information which is complementary to the consumption of tire rubber." In other words, the more of this information people consume, the more tire rubber they'll consume.
The strangest one of all, I think, in complementarity is popcorn, which is something which is completely worthless unless you're at the cinema, in which case you pay about £8 for it. If you went outside on the street and there's a bloke selling popcorn going, "Buy your popcorn here." It's awful. But, for some reason you go to the cinema and it's like the most wonderful food that God's ever created.
Pernod is absolutely delicious if you're in France, but tastes absolute rubbish anywhere else. Anybody else have the same effect? You drink pastis in France, you go, "This is delicious and sophisticated. I will buy a liter bottle and take it back to London." You pour yourself a glass, it's piss. You pour it down the drain.