This is a staggeringly interesting article that makes me question every single time I've ever spent extra money on something that I thought was "premium". Also, very interesting information on how a brand is built.
But read it and think about it. Honestly, how much do we know about the stuff that we buy? We buy food and we can sort of tell what looks and tastes better. We buy beverages and we can most of the time tell the difference between things. We buy hard goods and generally the thing that looks more expensive probably is.
But for the most part, nobody knows what the hell is going on. I think most people would be hard-pressed to point out the differences between two similarly priced objects. And many of the differences they can point out between an expensive and cheap object are cosmetic window dressing.
This isn't to rail against luxury or premium goods. There's definitely things out there worth the money. It's just that there's also a lot of crap out there hopping on the bandwagon, searching for that premium price, selling their crap with buzzwords and techno-jargon. And a pretty package.
And hey, I'm not excusing myself. I know beer, bikes, ski equipment, a bit about cars and food...after that, I'm buying the pretty object.