This is a favourite refrain of cheggars to guilt you into signing up. 'It's only the price of a pint a month. Won't you give that up to save starving children?'

This is a favourite refrain of cheggars to guilt you into signing up. 'It's only the price of a pint a month. Won't you give that up to save starving children?' Well no, that's a false equivalence. Like the article says, this argument doesn't take into account hidden value. For instance, I know I pay over the odds for my gym membership every month and if I payed only when I used it I would save money. But I also know if I didn't have the membership I would spend exactly £0 a month on the gym because I just wouldn't go.