You can’t buy the first wine on the list, because you’ll feel like an ignorant cheapskate. So you look at the second wine.
But, as a sophisticated Medium-reader, you’re well aware that the second wine on the list is the most popular, so the restaurateur will ensure it is also the most profitable.
You don’t want to be suckered into buying the most profitable wine on the list, so you trick the restaurant by actually buying a more expensive wine.
It’s a minefield.
A beautiful piece on pricing experimentation and where a user’s mind is at.