I had my own interesting experience in perceived value last night. While shopping for moisture wicking performance socks to wear while exercising I stood for 10 minutes in front of a huge sock display debating the morality of spending $12 for a single pair of socks. Having decided against such a scandalous financial outlay I found myself (with three-dollar cotton socks) not a half-hour later purchasing $12 gel insoles for my shoes.

I am sure the socks would have been more comfortable and a better use of the $12.

Since when did washer fluid blue goo become marketing gold. Who doesn't like things with the wonder of gel in it? From shoes to wrist wrests to bicycle seats life is better with gel. Thank you Marketers everywhere.

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[Jocelyn]

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