I'll just leave this here:
Let’s say you decide one day you want to build a table. This table is going to be made using wood, nails and a hammer. All things being equal, let’s say you build this table with hammer A that has a utility of 10. You build a second table with hammer B and it has a utility of 15. You, the carpenter, have now created two tables, table A and table B, respective to their hammers. The tables are identical, but the utility is different. Now let’s say your utility as a carpenter is 5 (we’ll call this carpenter ‘ME’). The value of the tables is now: Table A – 50 and Table B – 75. Now, my carpenter friend (we’ll call this carpenter ’FR’) has a utility of 4 and he builds the same tables using the same respective hammers. He now has two tables at the following values: Table A – 40 and Table B – 60. So we can build a simple comparative matrix now. Table B built by FR has a higher utility than Table A built by ME but it was built by a less skilled carpenter! We therefore logically assume the hammer is the key driver for the overall utility, not because it has a higher multiplier, but because we believe we have better ability over assessing what the utility of the hammer is. We then therefore place much more importance on it.
http://www.techdisruptive.com/2012/06/29/the-cyclical-nature...