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Her: “We need a projector for the party this weekend.” Me: <researches for a few hours across Wirecutter, rtings.com etc> “Okay, I got one. It’ll be here Friday.” Her: “Like forty bucks or so? Me: “Uh. Um. No?”

You don’t make your $40K projector the first hit in Google search results because you think the user is gonna buy one. You do it so they think they’re getting a good deal on your $1000 projector. #anchoring