[Xichekolas]

Sounds like someone is bitter he didn't get an iPhone and all his rich friends did...

Just kidding. I agree with your point. It's well documented that humans get psychological satisfaction out of having more and better stuff than those around them, not just content to have the stuff to begin with. I suspect that a big part of the appeal of the iphone was the bling factor, the exclusivity of having one and showing it off during the usual weekend mating ritual. If you had spent all that money to be quirky and unique (since that is really what Apple marketing is selling), wouldn't you be pissed if suddenly your unique feature became mainstream?

You can read more about the Ultimatum game that tests this here: http://www.economist.com/science/displaystory.cfm?story_id=9...