We’ve all been tricked into buying the identity upgrade that comes with a “pro” product, despite the gains being so marginal that its not worth the extra cost. Ali Abdaal talked about this in one of his iPad reviews, saying that most people don’t need to Pro version of it. I’m curious to determine where this first started—Apple has perfected it—but I think it was with car companies like Toyota or Mini Cooper offering upgrades the double the sticker price of the same underlying car.