Everything is relative. Humans do not measure in terms of absolutes. Instead, we measure by comparison. Probably my favorite example of this is found in the wonderful book Predictably Irrational by Daniel Ariely. People were asked the following question:
You go to a store to buy a suit for $300. When you arrive at the store, you discover the suit is actually priced $312 dollars. Do you buy it here, or go to the store inconveniently across town that has it cheaper?
Most people buy the more expensive suit. Then comes the next question: