I become aware of the term "hedonic treadmill," our numbing to the source of our pleasure causing us to always up the ante, in Eric Weiner's The Geography of Bliss, which I teach in my critical thinking class.
I see this principle in my buying of watches. Seven years ago I was content buying $200 watches; then the number racheted up to $300, $400.
Selling several watches gave me the justification to "trade" them for higher priced timepieces.
So where am I now? The only watch that buzzes my brain is the Benarus Megaladon 500, which costs $870. Why haven't I pulled the trigger? Because I fear a $2,000 watch would dangle like a silver fishing lure in front of the hungry bass the next time around.