sensation systems totally dominate our interaction in the world around us, for example, if we walk into a person's home and it smells bad to us, it will bias us towards thinking less of that person. Similarly, if a product looks beautiful it will draw us to buy it, for example, the Lytro illum is a beautiful camera that take mediocre pictures, but it sold well because it is so pretty, and for the average photographer, it can be the image if their camera no their camera images that make a break a purchase