
A good friend of yours invite you for the Persian New Year. The meal is insane, 5 courses, every one of them as tasty and beautiful as you ever tried... You want to thank her so you're take your wallet and give her 100 euros... You'd never do that, right? And she'd probably feel insulted by your expression of gratitude... Why? Well, it is not a transaction. It is friendship, it is love, it is everything you want but an interaction ruled by the market. And it feels different, so much so that you would never take your wallet, even if she beats the best restaurant in the city (and she did). This is what we want. We don't want to feel we're on the market. That feeling is essential for deeper trust, deeper connections.