Rory Sutherland

I could just about swallow the current charge. If you travel in every day, So 100 people paying the EULA's charge once don't really care, whereas one person paying it 100 times, it's practically bankrupting them. And the fact that there was no recognition of that.

So if you were a nurse who lived outside London or indeed inside London and because of shift work needed to drive to work and because you hadn't got much money, you had an older diesel car. the fact that there was no equivalent of Amazon Prime, which is, okay, pay once, pay for a year, okay, was fundamentally unfair.

So if you were a nurse who lived outside London or indeed inside London and because of shift work needed to drive to work and because you hadn't got much money, you had an older diesel car. the fact that there was no equivalent of Amazon Prime, which is, okay, pay once, pay for a year, okay, was fundamentally unfair.

So if you were a nurse who lived outside London or indeed inside London and because of shift work needed to drive to work and because you hadn't got much money, you had an older diesel car. the fact that there was no equivalent of Amazon Prime, which is, okay, pay once, pay for a year, okay, was fundamentally unfair.

And that, again, is down to Gary Stevenson's observation, actually, that if you optimize for the average, you don't distinguish between one person paying something 100 times and 100 people paying something once. I always notice when you drive down the French motorway, which is called the Autoroute des Anglais from Calais down towards, I think this one is towards A10 or something it's called.

And that, again, is down to Gary Stevenson's observation, actually, that if you optimize for the average, you don't distinguish between one person paying something 100 times and 100 people paying something once. I always notice when you drive down the French motorway, which is called the Autoroute des Anglais from Calais down towards, I think this one is towards A10 or something it's called.

And that, again, is down to Gary Stevenson's observation, actually, that if you optimize for the average, you don't distinguish between one person paying something 100 times and 100 people paying something once. I always notice when you drive down the French motorway, which is called the Autoroute des Anglais from Calais down towards, I think this one is towards A10 or something it's called.

Can't remember the exact number. And he always noticed that for the first sort of 50 miles, basically all the cars are English. There's a bloody road. And he goes, you know, don't the local French want to use their auto route? And then he realized, of course, if you're English, you drive to France once a year. You pay the French motorway tolls.

Can't remember the exact number. And he always noticed that for the first sort of 50 miles, basically all the cars are English. There's a bloody road. And he goes, you know, don't the local French want to use their auto route? And then he realized, of course, if you're English, you drive to France once a year. You pay the French motorway tolls.

Can't remember the exact number. And he always noticed that for the first sort of 50 miles, basically all the cars are English. There's a bloody road. And he goes, you know, don't the local French want to use their auto route? And then he realized, of course, if you're English, you drive to France once a year. You pay the French motorway tolls.

If you drive a long way down to the south of France, it's going to come to a few hundred euros. But that's a lot less than you'd pay for a hire car if you flew. And it's just something you just suck it up if you want to drive down to the south of France. If you're French and you've got a stretch of motorway of 20 miles and it costs you €5 a goddamn day, that's €1,000 a year.

If you drive a long way down to the south of France, it's going to come to a few hundred euros. But that's a lot less than you'd pay for a hire car if you flew. And it's just something you just suck it up if you want to drive down to the south of France. If you're French and you've got a stretch of motorway of 20 miles and it costs you €5 a goddamn day, that's €1,000 a year.

If you drive a long way down to the south of France, it's going to come to a few hundred euros. But that's a lot less than you'd pay for a hire car if you flew. And it's just something you just suck it up if you want to drive down to the south of France. If you're French and you've got a stretch of motorway of 20 miles and it costs you €5 a goddamn day, that's €1,000 a year.

It's a completely different equation. And so one of the things we need to understand much better is to economists, price is a number, but to consumers, price is a feeling. And fundamentally, economists have this weird idea of money that it kind of, I mean, one of the most important topics, I think, in economics is how to spend it.

It's a completely different equation. And so one of the things we need to understand much better is to economists, price is a number, but to consumers, price is a feeling. And fundamentally, economists have this weird idea of money that it kind of, I mean, one of the most important topics, I think, in economics is how to spend it.

It's a completely different equation. And so one of the things we need to understand much better is to economists, price is a number, but to consumers, price is a feeling. And fundamentally, economists have this weird idea of money that it kind of, I mean, one of the most important topics, I think, in economics is how to spend it.

I mean, Scott Galloway did quite an interesting piece on this just a few days ago, which is, in other words, it's not just about investment. It's not just about wealth optimization. The level of skill with which you translate available money into meaningful experiences, into happiness, well-being, flourishing, whatever you want to call it. I mean, that's a skill in itself.

I mean, Scott Galloway did quite an interesting piece on this just a few days ago, which is, in other words, it's not just about investment. It's not just about wealth optimization. The level of skill with which you translate available money into meaningful experiences, into happiness, well-being, flourishing, whatever you want to call it. I mean, that's a skill in itself.

I mean, Scott Galloway did quite an interesting piece on this just a few days ago, which is, in other words, it's not just about investment. It's not just about wealth optimization. The level of skill with which you translate available money into meaningful experiences, into happiness, well-being, flourishing, whatever you want to call it. I mean, that's a skill in itself.

And there are undoubtedly people who do it very, very badly. By the way, not only people who are extravagant, but actually people who are too stingy. So there's a wonderful piece of research by George Loewenstein, which looks at the fact that we all acknowledge in economics that there are people who spend too much. In other words, they get into debt. They're extravagant. They live for the moment.