Yesterday I’ve heard a kind of meme based on a conversation of a couple: the wife asked by WhatsApp ‘could you bring me to an expensive restaurant today, honey?’, to which the husband answered with a suggestion by picture: a gas station. Course that the intention was to joke about the fact that the gasoline is quite expensive, but as usual, it aroused another issue in my mind. Asking for a dinner in an expensive restaurant means something special based on the price of its menu. She spoke it as something natural, like a bias and not exactly aware, but it spots how the products gain a conception of being special, high-level, something different from all the others, just because it costs much more than the average. That is an evidence of how goods are involved by fantasy, wishes, personal or social expectations – it reminded me Karl Marx. If it’s pretty much expensive, if it’s used by that Hollywood star or that famous singer of the moment... by this way, a product is not a functional obj