LastMinute.com create experiment to show that money can't buy experiences

Can you put a price on your experiences? Travel website Lastminute.com decided to remind us by offering people a (fictional) choice: your memories or a whole lot of money.
In a stunt by the brand, volunteers were asked to take part in a “scientific experiment” and hooked up to brain activity measurement equipment. They were asked to recall a treasured memory about a trip they’d taken. Then, they were asked if they would allow the coordinator to delete that memory, in return for a hefty cash fee. The answer is a unanimous “no.” “What are we without our memories?” asks one guy quite reasonably after recalling an amazing trip to Macchu Pichu.
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Via: AdAge