Most people want things they can’t have.
That’s a hell of a concept that anyone trying to sell anything (a product, service, idea, concept or himself or herself) should keep in mind.
For instance heavily publicizing a good and then limiting its availability creates heavy demand. Example: the iPhone or American Apparel in Europe.
At one stage, few people had access to Starbucks and so everyone wanted in. Now that Starbucks is on every corner, it turns out that no one is interested anymore and some people are even rejoicing that it’s facing some troubles.
