At a recent seminar at my office, I had two coffeemakers set up. One had decaffeinated swill in a standard Mr. Coffee carafe type thing, and the other was a fancy Capresso machine.

I noticed that people didn’t choose which machined based on caff vs. decaf. Nope, they picked based on a machine.

If your worldview says, “I like gadget, premium, hyped, tweaky coffee” you went for the fancy machine. If your worldview was, “I like to settle, take no risks and be safe and predictable with my coffee” you took the other. It didn’t matter which was better. It didn’t matter which cost more. It mattered what you had decided before you even got there.