2009 (before they were famous) at South by Southwest in Austin, Mumford played "The Cave" live at Red House Pizzeria.
Crowd of like 12 people, but it was the beginning of a banger!
Scarcity is a form of framing a product.
Example: At the Apple store, there’s only one of each product on display. All other inventory is in the back. This creates a sense of scarcity and increases the value of the product.