The last sentence in this article is pure psychological gold:
"Sometimes when you debunk a myth, you realize part of you kind of liked the myth."
And this is why I love science and studies. People are so strongly influenced by the opinions of others and expectation that they're willing to pay $45 MILLION to obtain something that's objectively no better than something in the thousands we make today. The same is true of wine, certain coffees, and lots of other subjective purchases where the value is unclear and hard to quantify.