My cell phone is almost exclusively used to receive coupons from shops and restaurants via e-mail. I got a special coupon for big burgers from McDonald’s. It’s only valid for three days and makes the big burger at $2 each. I rushed to McDonald’s today and used the coupon.

There were quite a few people ordering at the counter but to my surprise, no one was using a coupon although the deal was exceptionally good. They had a cell phone, all right, but were looking at it for other purposes, not for a coupon. When I think about what to eat, I give priority to coupons. But watching people order randomly and pay at its list price, I was wondering if I was crazy to try to save money to the maximum. Since the coupon was for two burgers at one purchase per customer, I actually exited the place once after I got two, then entered again, and placed an order for another two. That was certainly what no one was doing…