Rory Sutherland

I wear a Casio G-Shock.

I think it was 130 quid because I actually decided, as a gross rationalist, that the best watch is one that's cheap enough to wear in the shower so you don't have to take the f***ing thing off every day.

But...

Paul Dolan, Professor Paul Dolan, who's the behavioral scientist at London School of Economics, I met him, when I first met him, I said, I'm intrigued because you've worked with Daniel Kahneman on happiness, and I noticed you wear a Rolex.

And he said, no, no, he said it's extremely good value for money because it makes me feel good every single day when I put it on.

And in 20 years' time, I'll give it to my son.

In 21 years' time, I don't know how old his son was.

I'll pass it on to my son who can enjoy exactly the same thing.

So there's a repository of meaning.

Now, cost per entertainment hour is quite interesting because it was used to explain the fact that relatively poor young people will spend $90, $100 on a computer game, which seems like a lot of money until you realize that they might play that game for 80, 90, 100 hours or more.

Super cheap.

So it's super cheap.

I mean, compared to going to the cinema where it's $10 per entertainment hour, more if you buy popcorn.

So it's quite an interesting metric.

I mean, one of the things that used to make me really annoyed in Britain was when rich people got really snarky about poor people having large televisions.

And I said, look, if you haven't got much money, TV as a source of long-term entertainment is spectacularly cheap.

So having a really good television on which to enjoy it, because you're not going to go Porsche racing at the weekend.

You're not going to be there effectively going to Glyndebourne or popping up to the bloody Metropolitan Opera.

Therefore, having a really large television is a perfectly rational decision.

Jeffrey Miller is fundamentally right that a lot of what we're doing is to advertise ourselves to other people.