Betty Crocker and the IKEA Effect

Back in the 1950s, when the focal practice of baking was displaced by the advent of cake mix, Betty Crocker learned quickly that it was good business to make the mix not quite complete. The baker felt better about her cake if she was required to add an egg to the mix. So if the Warrior were to be christened with a street name, an apt one might be the Betty Crocker Cruiser, forged as it is in the Easy Bake Oven of consumerism.

— Via Shop Class as Soulcraft: An Inquiry into the Value of Work