Rory Sutherland

And if you live in a place where you have 10 rich people, okay, and everybody else is massively poor, the 10 rich people got nowhere to go to eat.

By men or women or both?

By men or women or both?

By men or women or both?

Just women.

Just women.

Just women.

What's their explanation for that?

What's their explanation for that?

What's their explanation for that?

So the effort you have to make in terms of Botox and... All the rest of it. There's a very interesting theory about that, which is why Why Neiman Marcus? There's an academic paper, Why Neiman Marcus Started in Texas, Not in Boston. And there are two explanations. Where you get more males than females, the luxury goods thing is important, but also where you get a high degree of anonymity.

So the effort you have to make in terms of Botox and... All the rest of it. There's a very interesting theory about that, which is why Why Neiman Marcus? There's an academic paper, Why Neiman Marcus Started in Texas, Not in Boston. And there are two explanations. Where you get more males than females, the luxury goods thing is important, but also where you get a high degree of anonymity.

So the effort you have to make in terms of Botox and... All the rest of it. There's a very interesting theory about that, which is why Why Neiman Marcus? There's an academic paper, Why Neiman Marcus Started in Texas, Not in Boston. And there are two explanations. Where you get more males than females, the luxury goods thing is important, but also where you get a high degree of anonymity.

So, in other words, you had a lot of people moving in who can effectively reinvent themselves as high-status individuals. Okay. Now, just to give an example, luxury goods only work really when you have an audience of strangers. Okay. Okay. Had I gone into the pub in Monmouth, where I grew up, which is a market town, with sunglasses with Moschino written across them, okay, on inch-high letters…

So, in other words, you had a lot of people moving in who can effectively reinvent themselves as high-status individuals. Okay. Now, just to give an example, luxury goods only work really when you have an audience of strangers. Okay. Okay. Had I gone into the pub in Monmouth, where I grew up, which is a market town, with sunglasses with Moschino written across them, okay, on inch-high letters…

So, in other words, you had a lot of people moving in who can effectively reinvent themselves as high-status individuals. Okay. Now, just to give an example, luxury goods only work really when you have an audience of strangers. Okay. Okay. Had I gone into the pub in Monmouth, where I grew up, which is a market town, with sunglasses with Moschino written across them, okay, on inch-high letters…

I would have been the subject of complete ridicule. Everybody knew where I lived, what I did, what my parents did, what I earned, et cetera. And this would have been regarded as an utterly ridiculous thing to do.

I would have been the subject of complete ridicule. Everybody knew where I lived, what I did, what my parents did, what I earned, et cetera. And this would have been regarded as an utterly ridiculous thing to do.

I would have been the subject of complete ridicule. Everybody knew where I lived, what I did, what my parents did, what I earned, et cetera. And this would have been regarded as an utterly ridiculous thing to do.

But if I go to Miami, I don't know, that probably, I didn't, you know, um, So you're undoubtedly right in that a lot of these kind of display and signaling behaviors are contextually determined by the setting.