Perception is reality as they say.   That's why an unreliable, high maintenance, high cost of repairs vehicle like a Mercedes (no offense Mercedes lovers) can sell for considerably more than a Toyota, despite not costing that much more to produce.  Same goes for luxury handbags, clothes, or sunglasses (of which nearly all are produced by the same company whether they're $5 throwaways or $500 Prada).  Perception.

This a funny and potentially useful watch:
http://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man?language=en#t-983846