“raptorduck, are you trying to tell me that you’d be willing to pay a meaningful premium simply to have your mail delivered to a RSF address? To have your checks with a RSF address? To be able to tell people at a cocktail party that, yes, your mailing address is in RSF? Same schools, same neighbors, same quality of housing, same weather, etc. – and you’d be willing to pay a premium just for the ADDRESS? That just seems absolutely mental illness crazy to me.”

Isn’t this the same, albeit on a smaller monetary scale, as paying a premium for a Nike shirt or ball cap with a Reebok logo on it? Or maybe a shoe with Shaq’s logo on it? We all know where the shoes and clothing are made. They are all of essentially the same quality. It’s the brand identity or celebrity association that we a pay a premium for.

The RSF area has essentially been branded and people will pay a premium to be associated with that brand.