A husband walks into Victoria's Secret to buy a sheer lingerie for his wife. He is shown several possibilities that range from $250 to $500 the more sheer, the higher the price. He opts for the one that is most sheer, pays the $500 and takes the lingerie home. He presents it to his wife and asks her to go upstairs, put it on and model it for him.
Upstairs, the wife thinks, "I have an idea. It's so sheer that it might as well be nothing. I won't put it on, I'll do the modeling naked, return it tomorrow and keep the $500 refund for myself." So she appears naked on the balcony and strikes a pose.
"Good Lord!" says the husband. "You'd think that for $500, they'd at least iron it!"
Reading: The Tipping Point by Malcolm Gladwell