Brain science is now discovering how and where our different actions are predisposed. Rational thoughts in the present are produced by our cerebral cortex. But memories and their projection on future subjective activities and choices are managed by the part of the brain called the hippocampus. The different parts compete to affect our decisions to a varying extent, but it seems likely that the cortex has the advantage when it comes to explaining what we do – to other people as well as to ourselves. Thus, there is a great deal to indicate that our subjectively valued metaproducts have their dwellings in the hippocampus, whereas we freely let our cortex rationalize our more or less irrational choices verbally. I am convinced that you regularly hear people explain their purchase of status symbols by the most rational reasons.