Rory Sutherland

So these things change.

But nonetheless, it's probably innate.

Would it be nice if we had the power to completely disregard the opinions of others?

Well, yes and no.

I mean, I think such a society might be better in some respects.

I also think it would be kind of atrocious because people would kind of go shopping naked.

You know, is shame necessary?

It's a book by Jennifer Jackwood, actually.

You know, I mean, as a social species...

Patently, at some level, we're massively calibrated to care about the repute of others.

And that's why some things need to be expensive because then it's a costly signal.

It's peacock's tail.

So the guy who rescued the British sparkling wine industry effectively did so by improving quality by 10%, 20%, and then putting up price by about 150%.

Because price is a signal.

Because in the champagne business,

It doesn't matter how good the drink is.

If people think you've bought it for $8.95, it's not doing the job it's supposed to do, which is to signal generosity, to signal hospitality, or to mark a special occasion.

You know, oh, I see you've taken out the good stuff because it's my birthday.

And that's, I mean, you're a Canadian, right?

Potlatch was, I think, a practice by the tribes of the Pacific Northwest.