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Article first published in ILM January-February 2015 edition. We do not buy goods to get goods. We buy them for the benefits they provide: the things they do for us, or we can do with them. These benefits might be functional, like clothes to keep us warm or phones to communicate with, but increasingly they include less tangible elements such as supporting our self image, social connectedness, or being a brand we just enjoy using and owning. Tanners should not forget that word “connoisseurship”.