Even though we’d love to believe it, it’s become impossible to never buy a product that’s overpriced, because marketers have long caught on to the value of a good story. But actually, that’s okay.

Because these little fibs, like in Riedel’s story about the wine glasses, can actually make our experience better . If you believe those Nike’s to be the most comfortable shoes you’ve ever worn, well guess what, they become just that. Fibs are okay to use on occasion, as long as they genuinely improve the experience.