What Is a Memory Worth?

For the past 25 years, I promised myself that if I ever had a chance to attend a World Cup game, I would. Well, we are nearing the fulfillment of my wish and a referendum on my promise to myself. The World Cup is hitting the U.S. this summer, and one of the host cities is three hours from my house (and 30 minutes from my sister-in-law's). Will I do it? Will I follow through on the dream of younger me? We shall see.

Looking at the calendar, I have the opportunity to watch two teams I have no affinity for or allegiance toward. But it's the freaking World Cup!!!! The get-in price is currently $313 per person. That's the worst seat in the stadium.....for $313.

But what is a memory worth? No matter what happens or how the game goes, going to that game will be a lifelong memory. No question about that. Therefore, if this is something I'll remember for my entire life, is it worth at least $313? I think that's a resounding yes.

Will I actually do it? Only time will tell. Perhaps that's one of the reasons I'm writing this post: So hundreds of people will hold me accountable to my own principles!

I think it's an interesting idea, though. It's so easy to get hung up on prices for things that, on the surface, should cost far less than they do. We look at these prospective transactions and try to view them objectively. We put our logical caps on and attempt to do a little cost-benefit analysis in our heads. Ultimately, though, we sometimes have to throw out the normal playbook and understand we're talking about a lifelong memory. That, in my opinion, can trump the normal decision-making process.

What about you? What's something that might not make much sense on paper, but in the long run, you believe is a steal of a deal, no-brainer?

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