Heaven on earth with an onion slice  

Ezra Klein is right to be invoking Dan Ariely's Predictably Irrational to explain this business about Burger King offering an £85 burger made from ground Kobe beef and topped with foie gras (I guess it won't be coming to Chicago). But isn't the move a little stunt-like to subtly change perceptions about Burger King? It just seems like there's a lot of room between their current offerings and £85 -- and that they might be able to go quite a bit lower, sell more burgers, and still shift perceptions. Maybe they've market tested this thing? Or maybe £85 is the solution to a repeated game where the two chains race successively more decadent products to market in order to outdo each other?