Simple: Aesthetics are just about the only input we have when comparing similar items at the store. If you see a bright red, salmon-colored piece of salmon next

Simple: Aesthetics are just about the only input we have when comparing similar items at the store. If you see a bright red, salmon-colored piece of salmon next to a grey one, the price difference would probably have to be significant to overcome that disparity. Same thing with produce – there’s no good reason to dip anything in wax, but all else being more or less equal, people will almost always pick the shiny apple over the dull one.