Tess Wilkinson-Ryan

I'm actually, if it's okay with you, I'm going to give you two examples, one of which is really trivial.

So the trivial example is this, and this is, this is an example that I will thank my sister for because she knew that I was thinking about these issues.

And so she called me to tell me about it and the issue and the, the example is that my sister and some friends were taking a bike ride in Vermont and it was a very intense ride and they pulled into a town in Vermont.

and went to a general store.

In Vermont, general stores can kind of have one of two different flavors to them.

Some of them are obviously aimed at sort of out of towners and others are just sort of standard country stores.

And she, this one turned out to be something more of a touristy general store.

And so my sister who lives in Vermont

couldn't believe when she went inside that they were gonna charge like $6 for a Gatorade.

And she was like, this is outrageous, right?

I'm not gonna be the kind of person who basically gets scammed into buying a $2 drink for $6 just because this store has like fancy artisanal maple syrup.

And she actually considered for a moment not buying the Gatorade, even though she was miles from home.

And as she finally told me, finally she said, at that moment, this Gatorade was literally worth $100 to me.

I really needed to be hydrated to even get home.

And she talked herself out of this sort of worry about the racket of the store and bought the Gatorade and went home.

I think that's an experience a lot of us have had of being like, I can't believe this.

This is outrageous.

But her point was like, look, I got to get home.

In fact, this Gatorade is more expensive than other Gatorades, but its value to me right now is higher than almost any other thing I could buy at any store.

Well, exactly.