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Random thought. People don't buy a product just for the functional product. They also buy it for the lifestyle.

If it's not function it investment. It's a projected lifestyle.

I was thinking this about a boats magazine. There's probably a while complex world of expertise, knowledge, fun, challenge, community.

Oh the power of marketing. It's not just being hip and pretty. Or making you feel less than you are, it's about putting you in a world you wish you belonged in.

It makes me think of how something like CrossFit is so successful.

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