Nothing In Life Is As Important As You Think It Is, While You Are Thinking About It

'When people are induced to believe that they "must have" a good, they greatly exaggerate the difference that the good will make to the quality of their life. The focusing illusion is greater for some goods than for others, depending on the extent to which the goods attract continued attention over time. The focusing illusion is likely to be more significant for leather car seats than for books on tape.' Insightful thinking from 2002 Nobel prize winner Daniel Kahneman... but we still love the iPhone.