Proč platit víc?

PRINCETON – Když polský ministr zahraničí Radosław Sikorski minulý měsíc přijel vést rozhovory na Ukrajinu, jeho ukrajinské protějšky se mu údajně smály za to, že měl na ruce japonské quartzové hodinky v ceně pouhých 165 dolarů (zhruba 3200 Kč). Ukrajinské noviny informovaly o preferencích ukrajinských ministrů, z nichž někteří nosí hodinky za víc než 30 tisíc dolarů. Na fotografii byl zachycen i komunistický poslanec ukrajinské Centrální rady s hodinkami, které v maloobchodě dostanete za víc než 6000 dolarů.

Smích měl ale směřovat opačným směrem. Nevysmáli byste se (ve snaze nebýt neslušní snad mezi čtyřma očima) někomu, kdo zaplatí víc než 200krát tolik co vy a nakonec má horší výrobek?

Přesně to Ukrajinci udělali. Mohli si koupit přesné, lehké a bezúdržbové hodinky s křemenným krystalem, které dokážou běžet pět let a prakticky dokonale ukazovat čas, aniž byste jimi pohybovali nebo je natahovali. Namísto toho zaplatili mnohem víc za humpolácky větší hodinky, které se během měsíce mohou zpomalit či předejít o několik minut, a pokud je den, dva zapomenete natáhnout, zastaví se (mají-li samočinný mechanismus, zastaví se, pokud jimi nepohybujete). Kromě toho mají quartzové hodinky funkce budíku, stopek a časovače, které u ostatních hodinek buď chybí, anebo slouží jen jako design narušující a těžko čitelný pokus udržet krok s konkurencí.

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