I was having a conversation last night with a friend about another mathematician friend who once told me that in any discrete area, more than 90% of Americans don’t have tastes – they just look to others to tell them what’s cool and what isn’t. These people think they have taste, but they are generally just social emulators – they look to a relatively small population of coolhunters / tastemakers to tell them what to think and enjoy. I offer FM radio as one example. But – if a person thinks they have taste and thinks they like something, what difference does it make if they actually do? This piece got me thinking about how that very phenomenon fits into marketing and pricing.