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.
We therefore owe it to ourselves to try to reconcile the inside and outside views. Because let's not flatter ourselves: we believe crazy things too. We just have a hard time seeing them as crazy.