When they said he was in advertising, I got suspicious, but this was actually rather genius.

Funny too.

YouTube - Rory Sutherland: Life lessons from an ad man:

"Advertising adds value to a product by changing our perception, rather than the product itself. Rory Sutherland makes the daring assertion that a change in perceived value can be just as satisfying as what we consider real value -- and his conclusion has interesting consequences for how we look at life."