What are you buying when you spend mega bucks?  When you buy an ipad, you’re not buying functionality.  Or retina display.  You’re buying the experience of facetime with friends and family.

When you buy a $600 ticket to see the Rolling Stones, you’re not buying tunes or great sound.  You’re buying living legends leading you and 60,000 other people in song.

When you shop Vitamix, you’re not shopping for smoothies.  Or fresh green juice.  You’re shopping for motivation delivered in a big box.

For large emotional purchases like these, you never buy the features.  Just the feelings.