Your feelings are wrong.

You’re a coldly rational consumer. You don’t get caught up in the headgames, the coulda-maybe-ifs, the endless fractal spiral of hypothetical future price scenarios. You’re only interested in what’s right in front of you. You look at the product, you look at the price, and you make the call. Whatever happens after that, you make your decisions and you’re sticking to 'em. Life’s too short to play speculator with every purchase.

Bullshit.

Everybody gets emotionally invested in the market price. Let’s say you buy something. You like the price. The product works as advertised, precisely filling the need you anticipated when you bought it. All is well. Then one of two scenarios happens:

You see that thing for sale later at a higher price. You feel great! You snagged a deal! You’re so smart! You see that thing for sale later at a lower price. You feel like crap. You got ripped off!

Your feelings about your purchase are radically different in each case, even though the facts of your transaction have not changed. Even the most logical mind is adrift on the swirling eddies of supply and demand, anticipation and regret.

Those feelings are normal. Those feelings are human. Those feelings are wrong.

Yeah, fine, there are reasons for those irrational feelings. Humans are good at pattern recognition, if you recognized a pattern of regret, you’d avoid those decisions in the future.

In fact there’s the beginning of a pattern here. Warning signs, you could say. Pebble laid off a quarter of its staff a few weeks ago. A price drop seems unlikely as long as this is the current model. Our last event, this same watch at this price created a bit of a stir last time.

Buy it or don’t buy it. Make a strong decision. Stick with it. To dither and equivocate over a potential future price drop, even when you want the product, is a prescription for paralysis. It’s irrational to feel that way.

It’s even - what’s the word? - wrong.