clearthink, As an example, and as a recovered watch addict, people don’t justify expensive watches based on their time-keeping accuracy (rational), and the differences between different high-quality products can be described as minor. While the features of luxury products can be objective, they may not be practical or necessary, and it often comes down to the subjective outside of what is needed beyond food, clothing, and shelter stability. I can identify all sorts of objective improvements in performance and quality of my Bergmann turntable, but to my wife and most people, they aren’t rational. I have it, and those improvements matter because I want it.