I agree with Hilary. When you are paying a large amount of money for little product you are buying more than just a burrito. You are paying for an experience and for a lifestyle. Compared to places like Taco Bell, Chipotle is gourmet and it appears classy. People want to become an image and they have to sell themselves as that image. What I mean is, is people create their image in everything they do even down to the food they buy and consume. So in a way food chains and consumer products are selling you yourself and your own image.