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Couple of days ago, I went to a large store to buy some groceries and other home stuff with my mom. We had a shopping list and I was hoping to finish the retail saga in about 15 minutes, but then, we stopped to buy aluminum foil for food storing. The shelf with aluminum foils had about 20 different products, about 5 different brands:  they were all the same, except that they had different length of foil roll and different price. It’s easy to find the cheapest, but hey, guess what, the cheapest is the shortest roll.  “This one is too short, it will go out in a week”, said my mom. Ok, take the longer one-right? There are 5 different brands of longer one, with significant difference in price. “This one?”, I took the cheapest 20m roll. “No, look, for a few bucks more, we can get 30 m roll”, my mom said. I took that one and put it in a cart. Just when I thought we’ve completed the mission of buying such a trivial thing, I saw cheaper 30m roll. I switched it and pushed the cart on, but hey, imagine that, for just a few bucks more, there was 40m foil. We lost patience, and we just took the last foil on the shelf. It was the longest and I think the most expensive one.  Product placement tip: just put your foil at the end of the shelf and your sales will rise just for the sake of shortage in human patience.