Speaking of emotions and pricing, did you also hear the NPR report that said that people’s perception of prices can be thrown by using exact numbers. For example $437,116 feels like a discounted price, triggering the “this must be a bargain” response. Whereas some round number like $400,000 doesn’t have that bargain feel to it and seems higher. Throw some odd digits in there, and we assume some special discount rate must have been used to get to that price.