I need a sweater. So I go to the mall. (The mall is a temple of consumerism with an indoor ski slope overlooked by The Cheesecake Factory, because I live in Dubai.)
The first store specializes in argyle sweaters. Argyle is just not my thing. Do I:
A) Assume this brand is garbage and everything they will ever make is argyle.
B) Say “no thank you,” and head for another store, dismissing argyle from my mind because it’s not that big a deal, I’m shopping all day anyway and hey, someone else is going to love diamond plaids.
In the second store, I see a terrific red sweater. It’s got sleeves of exactly the right length and those cool little thumbholes so you can pull the wristbands over your hands, and it’s super soft. Then I look at the tag…
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