The Value Proposition
Where to Draw the Line
Certain men suffer from the Best in Class Delusion™. A blended whisky is not good enough, they require a single malt. It must be a bespoke suit, only the most expensive will do. Why have a steak when it can be dry-aged? Then it must be dry-aged for 100 days. It would be humiliating to eat a steak aged anything less. It’s a slippery slope.
Companies prey on the insecurities of men. We make up the predominant market for cars, watches, wine and art. It should come as no surprise that these categories come with the highest mark-ups and most speculation. Some objects have utility—like a knife or a television. This is why Wirecutter exists. The equation isn’t romantic, it’s straightforward. We’re looking for something that works well, is handsome, maybe it’s made by a company we want to be affiliated with. And better if it’s made in Japan.