And it made people happy. And it made me happy because the markup on Audioquest cables is generally around 67%. The fact that wealthy people don't resent the p

And it made people happy. And it made me happy because the markup on Audioquest cables is generally around 67%. The fact that wealthy people don't resent the price of expensive things because they can afford expensive things is a fact it took me decades to wrap my head around. Significant wealth still wants salespeople to solve their problems, however the price of things is not among those problems. They don't mind someone else making money because it has no bearing on what they can do for their children. More ordinary economic statuses come with many experiences of not being able to afford really nice things either outright or because it would limit what we might do for our children. --- The other piece of the psychology is the pleasure humans can find in exclusivity/tribalism/etc. Brand identity can form a significant part of this and some people want to wear a Monster Cable dozer cap.