A joke from Damascus talks about a vendor, who was selling the exact same variety of cucumbers at two different prices.
‘Why is this one twice the price?’, the merchant was asked. ‘They came on higher quality mules’, he replied.
Like most good jokes, this one is based on an underlying truth – in our eyes, what we create is worth the amount of struggle and sweat we put into it. However, in the eyes of other people, it is only worth what it does for them.
Ergo, to vegetable shoppers, the quality of the cucumbers matters more than the quality of the mules that carried them to the market.
Source: Nassim Nicholas Taleb’s paper