In university, I took Marketing 101 as an elective. I enjoyed the subject, but I enjoyed the girls more. Which sounds incredibly chauvinistic. And is. But after four years into my IT degree, it was like an oasis in an otherwise barren landscape.

One of the first things we learnt in the course was cars. And the difference between how they’re valued. You have your mass market cars: cheap to make, cheap to buy, and the idea is that they sell as many as possible with a small margin. Then you have your exclusive cars: they’re more expensive to make, and the margin is a lot higher. Meaning you don’t have to create or sell as many. Because of this you’re no longer buying a car but an experience of exclusivity; a status symbol.

Ridiculous right? What vapid person would buy something based purely on exclusivity?

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