Having started the week at a London Business School seminar about low-cost competition, I end it at the latest Damien Hirst exhibition that includes the much hyped skull supposedly encrusted with £12 million worth of diamonds and open to viewing amidst much "security rigmarole".
I don't know what £12 million worth of diamonds looks like, but the skull was far from the most exciting piece in the show and perhaps that's the point. Diamonds, after all, are artificially priced in a skewed market. And wouldn't it be even more interesting if these weren't in fact diamonds?
If you compete on price alone, you're saying that your offering has nothing for your customers to care about save its cheapness. But if you make it, in some sense, special, then you can charge a premium which people will pay for any number of reasons icluding, but not limited to, ostentation, convenience, vanity and paranoia.
Perhaps life imitates art?