Rory Sutherland tells what happened to Cheddar cheese and its price due to smart marketing which is almost the same that happened to Kindle.

In the 1970s, Cheddar cheese was traditionally sold with its natural rind, a thick, flavorful layer formed during the aging process. For years, this was simply how cheese was made and enjoyed. But then, a clever marketer had a different idea—why not remove the rind, clean up the cheese, and sell it as a "premium" product? This simple change transformed Cheddar into a more refined, convenient version of itself, allowing sellers to increase its price and market it as a luxury item. Consumers loved the smooth, rindless blocks of cheese, and soon, this became the new norm. For a while, this cleaned-up Cheddar was the standard, with everyone following the trend.

But as trends often do, things came full circle. Years later, a new wave of marketers decided to bring back the rind. By keeping the natural rind intact, they branded the cheese as "organic" and "artisanal," tapping into the growing consumer desire for authenticity and traditional craftsmanship. The result? An even higher price tag, with the rind now considered a mark of quality rather than an imperfection. What was once a common aspect of Cheddar cheese had now become a luxury feature.

A similar cycle can be seen with the Kindle. When Kindle e-readers first hit the market, they revolutionized reading by making books more accessible in digital form. People flocked to buy Kindles for their convenience and space-saving benefits. However, over time, many readers found themselves missing the tactile experience of flipping through physical pages, the smell of paper, and the joy of building a personal library. In a twist of irony, after the digital wave peaked, there was a resurgence in demand for physical books, with readers willing to pay a premium for hardcover editions and beautifully bound classics.

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