Let me start with a fundamental observation: Most people don't know what they want unless they see it in context. We don't know what kind of racing bike we want - until we see a champ in the Tour de France ratcheting the gears on a particular model. We don't know what kind of speaker system we like - until we hear a set of speakers that sounds better than the previous one. We don't even know what we want to do with our lives - until we find a relative or a friend who is doing just what we think we should be doing. Everything is relative, and that's the point.

quote by Dan Ariely