I was shopping with my friend in Wellington. There we found "Jamie Oliver" cookware. And "Nigella Lawson" cookware designed by one of the Conrans.

Why do people buy stuff this way?

I know part of the answer: pyschologists suggest that the human brain is poor at seeing context and as a result tends to overvalue identity-level decision-making. So we put our faith in celebs, instead of really looking at what's there.

And I also can't help feeling this is a mark of decadence.