or to spin it back the other way, the psychological impact of "Hooray, I just scored a great bargain", even if actually provably false, might also provide a boo

or to spin it back the other way, the psychological impact of "Hooray, I just scored a great bargain", even if actually provably false, might also provide a boost of happiness beyond the nominal opportunity cost. I wonder if there's a market in placebo coupons? :)