And yes, those who do very well by it are asked to pay quite a bit more. That’s because the lives of the very rich are already fantastically good, and there’s an acknowledgement that additional wealth beyond a certain point has diminishing returns for personal satisfaction—something that should be obvious, but that is also increasingly supported by research. Walk around the streets of Helsinki or Stockholm for a few days, and you’ll see rich people driving brand-new BMWs, Porsches, even the occasional Ferrari. What you won’t see so much of is rich people who own four or five Ferraris. Frankly,
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