Chapter 11. Prioritizing Desirability

“If you have a choice of two things and can’t decide, take both.”

—Gregory Corso

As I write this I am sitting in a hotel room. The room has a bed, a bathroom, and a desk, and is reasonably clean. Each of these features is a basic attribute I expect of every hotel room. If any of these were absent, I would not stay at the hotel. This hotel also has a bed that is more comfortable than most, includes free wireless Internet access, is larger than most hotel rooms, and has a fitness center. I really appreciate these additional features, but they are not mandatory for me to stay at a hotel. However, the more features like this the hotel offers, the more I’m willing to pay for a room here. Finally, this hotel delighted ...

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