The seating that was fine

A family in Jeddah has a set of low seating that went into the front room four years ago. They chose it carefully at the time, argued over the fabric, and paid for it in full. Now one arm has faded slightly and a cushion never sits quite straight.

A cousin has just had her front room redone in the newer style, lower still, with cleaner lines and a paler colour.

Here is a fair test. Four years ago, standing in the showroom, if they had been offered both sets, the one they bought and the one they now want, would they have paid the extra for the new one? Almost certainly not. The difference was not worth that much then, and it is not worth much more now.

So why does the old set suddenly look as if it has to go?

Two things are happening at once. The old purchase has been paid off, in their heads, so it feels free, and something free is easy to throw away. And the faded arm, which nobody noticed last month, is now under a lamp, because the cousin's room has shown everyone what the current version looks like and who already has it.

They are not choosing between two sets of seating. They are choosing between what they have and the feeling of being left behind, and that is a much easier sale.

Which is why so many sellers, in so many categories, have stopped talking about the thing itself. What they are really selling now is the reason to replace it.