But...nobody walks into a bookstore and buys one because it smells nice. That is true, but when I buy a new book from No Starch, I expect it to smell nice. I a

But...nobody walks into a bookstore and buys one because it smells nice. That is true, but when I buy a new book from No Starch, I expect it to smell nice. I anticipate it, and I can tell my No Starch books from the others by scent. So when I'm considering which book on a subject to buy, this anticipation of a superior sensory experience (they also use nice paper, and a nice binding, that can be felt) does affect my judgement. It's not all the points, but it's definitely a few points.