If peanut butter could only be found in the placenta of a rare tropical bird, it would cost $1,000 per ounce. Sure, caviar tastes good, but so does peanut butter. People are irrationally attracted to that which is scarce, because scarce things function as status symbols. If you understand the elements of human behavior that are irrational and predictable, you are freed from them and can benefit from the insight.
Unsolicited Advice for My Three Sons, In No Particular Order