… also known as the USB stick I paid a premium for. Why did I pay a premium for something that is a prime example of a commodity? You can pick up USB sticks on every street corner. There is only one thing that you think about when you buy one: what's the storage capacity and how much does it cost. Or I should say 'how little does it cost?' since you want the most storage for the lowest price.
So why did I pay a premium for this panda USB stick? Because it delighted me. It made me feel like something that is by definition a commodity doesn't have to be dull. That I have a choice to bring a smile to my face with something as humdrum as a USB stick. I felt I was choosing a utility based on something other than most storage for the lowest price, instead I was making it on how much delight and joy this would add to my life. There is beauty and joy everywhere, if you choose to see it and seek it out. Even in USB sticks. Let this be a lesson for all commodities. Seek delight, surprise and beauty. Find it and you will find people willing to pay a premium for it.