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The work is about the value of low usability. Can you imagine spending a fortune on shoes you can hardly walk on? Or in this case, on a watch where you can barely read the time? It seems crazy but such goods are produced and bought. What triggers such purchases? What kind of people are buying these products? Is this only applicable for luxury goods or for all products? This work is an attempt to answer these questions. Luxury has always fascinated me; that is why I chose this topic. The work is also about human behavior and involves some data analysis. Enjoy the reading!