In his The Upside of Irrationality Duke professor in behavioral economics Dan Ariely provides the follow-up to his Predictable Irrationality best-seller. It has long been known that achieving financial success alone is not satisfying to the human spirit. (A thousand novels, movies and plays use this point as their underpinning.) So it is not without surprise that Ariely suggests that actually owning a Ferrari (as opposed to imagining owning a Ferrari) does not provide long-term satisfaction. Unless, he points out, we share that satisfaction with others. Sharing satisfaction with someone we know/love intensifies the emotional juice of ownership beyond the mere paper title. This hits upon an important constellation of points: imagined ownership versus actual ownership, personal possession versus shared benefits, not to mention that ambition, success, greed and all of our other wants are basted in emotional juices that we still do not fully comprehend.