Gold teeth, Grey Goose, diamonds, tiger on a gold leash, Maybach – everything luxurious is the topic of conversation that points to the peak of one's life. Much like Lorde's Royals music, there are times when people can't even make sense why would you spend millions of dollars on skincare, branded bags, and sports cars. How does a business that relies on ideas that don't make sense sell their products? What is the logic behind the illogical actions that millionaires and celebrities often flaunt on social media? How can a business create turnover from even customers of the middle-income class when selling products at the cost of a kidney?