" If someone crushes a tube of toothpaste and tosses it away capless, experience tells me they are prudent about saving money, though at the end of the day they will spend money on themselves, as if to compensate for their earlier inattention. Consumers who discard a toothpaste tube with its cap screwed down tightly seldom allow themselves to relax, and are reluctant to expose who they really are, or to indulge themselves with a luxury. Consumers who throw away a half-full toothpaste tube are, in general, less secure than people who wait until the tube is depleted. "

― Martin Lindstrom , Small Data: The Tiny Clues that Uncover Huge Trends