Most interesting. A related insight: people will often not think much about what they pay in a social context, but be brutally penny-wise in non-social contexts

Most interesting. A related insight: people will often not think much about what they pay in a social context, but be brutally penny-wise in non-social contexts. This explains why restaurants can have huge margins, but coffee shops rarely do. It's normal to see people working alone at a coffee shop for hours after paying $1.99 for a coffee. Such behavior is uncommon in a restaurant -- the common script is to go out with friends or on dates to eat socially. A restaurant can charge more for ambience and service. $$$$ coffee shops on yelp are at the level of Starbucks.