" In 1975, researchers Worchel, Lee, and Adewole wanted to know how people would value cookies in two identical glass jars.[lxiii] One jar held ten cookies while the other contained just two stragglers. Which cookies would people value more? While the cookies and jars were identical, participants valued the ones in the near-empty jar more highly. The appearance of scarcity affected their perception of value. "

― Nir Eyal , Hooked: How to Build Habit-Forming Products