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Puts That Cronut Thing to Shame

8:33 AM, Jul 26, 2013 • By GEOFFREY NORMAN
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Hard to imagine a finer example of conspicuous consumption than this ... and in Moscow:

Before the news of the odd fruits’ arrival to fancy Moscow markets was reported, the price of square watermelons imported from Japan was holding steady at a mere $700. But ever since word hit the street, the price has shot up to around $860 — for a single watermelon. 

But the best part, as Melissa Breyer writes for Mother Nature Network is that:

... the melons sent to Russia are picked before they are ripe, the BBC notes – making them inedible.

So people are not buying them to eat them but to prove that they can.  Call it the triumph of Veblinism.

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