article "Ubiquitous distribution is overrated"

http://sethgodin.typepad.com/seths_blog/2010/10/ubiquitous-distribution-is-overrated.html


I was buying jewelry off a street vendor yesterday (I am a big supporter of struggling design talents out there) and had quite a intense discussion with the designer about ubiquitous distribution today. What is it about scarcity that makes something so appealing? Even in relationships, "hard-to-get" is a game to live by. Chanel has upped their prices (what is it, 20-30%) without any change to the quality of the product, only saying that they wish to keep their product more exclusive, not unlike Hermes. Chanel seems to be concerned that their product has become too ubiquitous, in turn, lowering it's market value. But why exactly is something so much more valuable when its harder to possess, and why do we want something more when it's out of our reach? Is it about the feeling of gratification when we are finally able to achieve/possess whatever is it that we have been pining away for - the more difficult the process the greater the reward?