Transcription
You know, if you think about it, nobody was going to Mr. Dyson 20 years ago and saying, "I'm really annoyed because I'm looking for an opportunity to spend more money on a vacuum cleaner." No one ever told Starbucks, you know, "It really pisses me off that I can't spend $5 on a coffee."
They're kind of true. What research might tell you is true in one context, and in another, you know, there are some shops where a £200 bag is expensive. There are shops where a £200 bag is cheap. Anybody spend any time in Sunglass Hut? You'll know that effect. You've just got to spend about 8 minutes in Sunglass Hut at Terminal 5, and suddenly an £80 pair of spectacles seems really reasonable. Okay.