Umbrella at dinner. Effective protection against sun and you don’t notice its presence; only in absence is the umbrella noticed.

This umbrella: lights integrated into the ribs! The umbrella is no longer defined by how effectively it blocks light but also how well it provides it. The umbrella becomes essential, usable at night, when before it was unneccessary.

But the lights seem unneccessary: small, dim, blue. The extent to which a product’s price may be justified by features we never intend to use or for which we do not have a purpose. What price premium does this umbrella command over its brethren? How appropriate in an institutional/restaurant setting? Do the superfluous “luxury” features reflect well or poorly on the restaurant? Are the lights a waste? Or a mark of wealth?

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