General   (General discussion, talk about anything.)

Reminds me of many years ago, when Steve Jobs said he wanted to reposition 'Apple' to be more of a fashion item, and target the sector of people with more money than sense.

We all thought that he had done a Gerald (Ratner): that the remark would have negative consequences.

We were wrong.

He knew what he was doing.

Giving a commonplace item an air of exclusivity in just the same way as expensive perfume sales achieve. People think of themselves as smart because they can afford to buy an item for a price much higher than they really need to pay.

Nowt so queer as folk!