“I was just amazed that you could change what price you were going to launch a product at, and you could change what brand it was, and people would have dramatically different impressions of that product. And they would tell you incredibly different things about the product: they thought it was made of different materials, they thought it weighed more or it weighed less. Really out-there stuff that, at the time, we joked about but we couldn’t explain.”

More here. And meanwhile, for your listening pleasure …