Access
Restricting access to consumers is counter-intuitive. Why would you want a customer to not have access to a feature?
But imagine a system where a user gets a feature unlocked for being in the xth percentile. This drives up the value for a feature, which in turn increases scarcity.
Doing this selectively for certain feature/customer segments is the key. Over-doing this would straight up tank a product.
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Marketing is a hard field to tackle. Every field has a different approach based on its limitations. I feel that understanding the psychology behind the purchases we make and our decisions leads to better positioning and understanding of why we buy products
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