Why People Mistake Good Deals for Rip-Offs. In another experiment, the ventral putamen, a region of the brain that processes reward, was more active when people drank Pepsi than when they drank Coke—except when they were told that they were drinking Pepsi. Coke’s brand appeal is so powerful, and our ability to determine the value of cola so fickle, that our brains respond differently as soon as we learn that what we’re drinking isn’t Coke. The physical experience doesn’t change at all, but we’re unable to peg the value of a brown, caffeinated soda until we know where its life began.
Amazon UK was taken down for over an hour today after a rush of orders caused by apparently mis-pricing Compaq HP iPAQ H5450 Pocket PCs and HP iPAQ H1910 Pocket PCs at £23 GBP and £7 GBP respectively (normally priced at over £200 GBP each)!! I know a few people who have ordered one or two ;) - Amazon is back up and running now but we're all a bit in the dark as to whether we'll get our cut-price goods or not. Logic and fair-play (and the Trades Description Act) dicatates that we should get our goods - but I wonder.... (see also here at The Register)