of pristine, top-end automobiles. The rest of the story, you already know. But why do people buy these cars? Do you purchase a super-car for the same price as a small house because it's the most practical and efficient way to get from point-A to point-B? Does it have ample space to accommodate your family, luggage, and assortment of household pets? Does it come with excellent carbon emissions ratings and more miles to the gallon than a hybrid? Is it comfortable to drive long distances in? Is the insurance reasonable? Are you able to sustain a conversation with the person in the passenger seat when traveling at a speed greater than that of, say, a small bicycle? Does it even have a stereo? When we design things we think very critically, using logic and reason as the basis for all decisions. And yet it would appear that a multibillion dollar industry exists which flies in the face of logic and reason at every single turn. Emotion is the basis of a super-car purchase. People are enthralled by the adrenaline rush achieved from the noise and the speed, the exclusivity and pride that comes with owning one, the social status and implied sexual prevalence associated with being seen climbing out from under a set of vertical doors. How it makes us feel is an unavoidable and overwhelmingly powerful factor in any buying decision. In fact, often, it outweighs all others. Call it fickle human nature, call it whatever you like. This