I upgraded to premium economy for $80 and the two friends I was traveling with gave me shit about it at both ends of the flight. All three of us were highly pai

I upgraded to premium economy for $80 and the two friends I was traveling with gave me shit about it at both ends of the flight. All three of us were highly paid at the time. "That's over 10%!" exclaimed one (flights were ~$700). Uh, ok? I'm gonna physically and mentally torture myself for five ours over $80? I'm sure there's a fascinating behavioral evolution story behind this and I'd love to know what it is. It feels similar to the way lots of people will spend more time and money driving to a cheaper gas station, than they save on the cheaper gas.