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when consumption and payment coincided, and when customers see at the top of their screen a clock counting down their remaining time—as with the old plans—it is hard not to think constantly about how much time is left and how much it would cost if they went over. In doing so, their enjoyment decreased.

Thanks to the Internet, products across categories are now more susceptible to trends than to individual preferences. It’s easy to blame algorithms for the sameness of our taste choices, but the real culprit is us. Humans use social signals to quickly orient themselves in the world. On a daily basis, we actively classify one another by lifestyle, v

When vacationing at a posh resort, we often don’t get upset when we’re charged $4 for a soda, even though it costs $1 elsewhere. In part, this is because we’re lazy and like to lounge around like beached royalty. But it’s also because, compared to the thousands of dollars we’re spending on the rest of our tropical getaway, $4 seems like relatively