Personally, I stopped fighting this particular battle. I've come to the realization that intangibles matter - some of those might be incidental, some pure perso

Personally, I stopped fighting this particular battle. I've come to the realization that intangibles matter - some of those might be incidental, some pure personal preferences, some result of me being manipulated by marketing. But separating which is which is not always easy, and I'd rather spend my time on other things. As a result I take "intangibles" as a rational factor in buying decisions even if the intangibles themselves might not necessarily be rational.