EXACTLY!
Starbucks is not about the coffee...
Lexus is not about the car...
Fed Ex is not about the package...
Coke is not about the beverage...
For those of us who who "are divers" it's not about the diving, it's about how we FEEL ABOUT BEING DIVERS.
Ladder up to the "emotional benefit" and you'll see how to charge $4 for coffee or $38k for what amounts to a dressed up Camry.
I'm not a marketing guy, so humor me. I don't buy 4bucks coffee because I try to only buy coffee from mom and pop stores. How does this emotional benefit thing work in layman's terms?