We don’t think we hate cheap things – but we frequently behave as if we do.
The first meeting between Europeans and pineapples took place in November 1493, in a Carib village on the island of Guadaloupe. Pineapples proved extremely difficult to transport to Europe and very costly to cultivate. For a long time only royalty could actually afford to eat them. Then at the very end of the 19th century, production and transport costs plummeted and, unwittingly, transformed the psychology of pineapple-eating. It still tastes exactly the same. But now, the pineapple is one of the world’s least glamorous fruits.
The pineapple itself has not changed; only our attitude to it has. When we have to pay a lot for something nice, we appreciate it to the full. Yet as its price in the market falls, passion has a habit of fading away.