Given the nature of tonight's final task, I thought some of you might be interested in reading this.

If you enter a market with a product that is priced significantly higher than its nearest competitor (and a good story), some people (tempted to be impolite, but...) will buy it because they think its higher price means that it has to be better.

Isn't this what Ben and Jerrys did in the UK?

Ben and Jerrys is not actually a premium ice cream but because Haagen Dazs was the market leader, they bumped up their prices to match so that customers would place them in the same bracket. In reality Ben and Jerrys should be a lot cheaper than it is, I believe

given the number of Snobs around I wouldn't be surprised.