Have you ever entered an awesome store, left with a loaded shopping bag saying "It was all about the store's experience!"? Aside from questioning how that bag got in your hands in the first place, wasn't it just magical living vicariously through the fantasy world the store created? It felt great, it felt right, somehow promising you the necessity of this "find", that you walked out with. You then repeat to yourself ideas about when and where you will make use of this "find", and also hopefully influence your friends into agreeing with your decision. You are convinced the choice was based on a rational choice, rather than an emotional one. I don't think so! You simply had no choice.