Hands-On First Impression of the Leica M10-R with Sample Images

Well, if YOU are a Leica user...

One assumes you are not aware of the meaning of cognitive dissonance. I cannot help but reflect you have not provided a rebuttal by means of a tangible.

Given your fundamental lack of comprehension, you require education around core concepts - otherwise you are simply not equiped to engage in a meaningful conversation.

The idea of a luxury brand is not necessarily a product or a price point, but a mindset where core values that are expressed by a brand are directly connected to the producer's dedication and alignment to perceptions of quality with its customers' values and aspirations.[21] Thus, it is these target customers, not the product, that make a luxury brand.[21] Brands that are considered luxury connect with their customers by communicating that they are the top of their class or considered the best in their field.[22] Furthermore, these brands must deliver - in some meaningful way - measurably better performance.[22] What consumers perceive as luxurious brands and products change over the years, but there appear to be three main drivers: (1) a high price, especially when compared to other brands within its segment; (2) limited supply, in that a brand may not need to be expensive, but it arguably should not be easily obtainable and contributing to the customers' feeling that they have something special; and (3) endorsement by celebrities, which can make a brand or particular products more appealing for consumers and thus more "luxurious" in their minds.[23] Two additional elements of luxury brands include special packaging and personalization.[23] These differentiating elements distance the brands from the mass market and thus provide them with a unique feeling and user experience as well as a special and memorable "luxury feel" for customers.[23] However, the concept of a luxury brand is now so popular that it is used in almost every retail, manufacturing, and service sector.[24] Moreover, new marketing concepts such as "mass-luxury" or "hyper luxury" further blur the definition of what is a luxury product, a luxury brand, or a luxury company.[24]

Examples include LVMH (Louis Vuitton Moet Hennessy), the largest luxury good producer in the world with over fifty brands, including Louis Vuitton, the brand with the world's first fashion designer label.[25] The LVMH group made a net profit of €8.1 billion on sales of €42.6 billion in 2017. [26] Other market leaders[citation needed] include Richemont and Kering (previously named PPR).

A rather small group in comparison, the wealthy tend to be extremely influential.[citation needed] Once a brand gets an "endorsement" from members of this group, then the brand can be defined as a true "luxury" brand. An example of different product lines in the same brand is found in the automotive industry, with "entry-level" cars marketed to younger, less wealthy consumers, and higher-cost models for older and more wealthy consumers.[citation needed]

The advertising expenditure for the average luxury brand is 5-15% of sales revenue, or about 25% with the inclusion of other communications such as public relations, events and sponsorships.[27]

In the field of psychology, cognitive dissonance occurs when a person holds two or more contradictory beliefs, ideas, or values; or participates in an action that goes against one of these three, and experiences psychological stress because of that. According to this theory, when two actions or ideas are not psychologically consistent with each other, people do all in their power to change them until they become consistent.[1] The discomfort is triggered by the person's belief clashing with new information perceived, wherein they try to find a way to resolve the contradiction to reduce their discomfort.[1][2]

In A Theory of Cognitive Dissonance (1957), Leon Festinger proposed that human beings strive for internal psychological consistency to function mentally in the real world. A person who experiences internal inconsistency tends to become psychologically uncomfortable and is motivated to reduce the cognitive dissonance. They tend to make changes to justify the stressful behavior, either by adding new parts to the cognition causing the psychological dissonance or by avoiding circumstances and contradictory information likely to increase the magnitude of the cognitive dissonance.[2]

Coping with the nuances of contradictory ideas or experiences is mentally stressful. It requires energy and effort to sit with those seemingly opposite things that all seem true. Festinger argued that some people would inevitably resolve dissonance by blindly believing whatever they wanted to believe.