> everyone wanted to justify their own purchases by insisting it was the best possible thing ever. This post-purchase rationalization is a frighteningly powerf

> everyone wanted to justify their own purchases by insisting it was the best possible thing ever. This post-purchase rationalization is a frighteningly powerful cognitive bias. Users can get quite hostile even if you simply suggest that they should have bought a lower-end model from the same company, and will readily lie to themselves about their usage patterns to justify their purchase of a device that is only superior in a few irrelevant microbenchmarks. And that's before anything like brand loyalty gets thrown into the mix.