Three professors (from Stanford, INSEAD and MIT, respectively) have come up with a variation on this theme: that the price paid can also influence behaviour.
In an interesting variation on this theme, last year construction giant KB Home struck a deal with a Chinese solar company, BYD, to build new, moderately-priced homes with solar panels already installed in Lancaster, California.
Along the way, he has a suspiciously serendipitous encounter with old acquaintance Nicky Parsons (Julia Stiles), before executing another adept variation on an escapist theme.