“We are hardwired for lifestyle inflation. I’m no scientist but I believe it’s in our DNA. For centuries it helped us survive. It’s easy to blame marketing, comparison and peer pressure, which are factors. But it’s something more. No marketing needed. No Jones’es comparison needed. With almost no prior marketing, peer pressure or deep knowledge of a subject, we can spot which one is better when two things are side by side.
This is naturally wired into us. But something has changed…”