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 | So I was at the store earlier and came across a $300 coat. I'm going to spend $300 on a coat. |  |
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 | But then I got thinking, if I was in the market for one, a few more dollars won't really matter. Whereas if I was buying a pencil, it'd make a world of a difference. |  |
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 | Well that's marginal change for you Bill. |  |
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