Do people enjoy things more when they discover them themselves?
People love treasures more when they believe they found them alone.
The cafe is identical.\n\nThe view is the same.\n\nYet the experience feels special.\n\nThe hidden mechanism is discovery ownership.\n\nHumans value things differently when they believe they found them themselves.\n\nDiscovery becomes identity.\n\nIdentity becomes value.\n\nPeople think places become memorable because they are famous.\n\nVery often, they become memorable because they feel personal.
