In this chapter we are experimenting with new-to-the-world devices. Our data suggest two interesting
‘patterns’ that are worth exploring for their generality. First, when a new feature is ‘interesting’, i.e., leads to
expected purchase, people are willing to pay more for it. Second, even when people are not interested in buying
something, they still recognize incremental value. They will not buy it, but they will know that it is worth more.
