OK, by now this AP story is old news.

Here’s the gist:

RICHMOND, Virginia (AP) — A rush to purchase $50 used laptops turned into a violent stampede Tuesday, with people getting thrown to the pavement, beaten with a folding chair and nearly driven over. One woman went so far to wet herself rather than surrender her place in line.

OK, something had to click in these people’s minds to make them think that these computers were worth all the hassel they endured. Worth the wait. Worth injuring others or sustaining injury. Worth the public embarrassment of wetting yourself. It’s not logical. It’s violently emotional. Akin to temporary insanity. So much so that it even perplexed the director.

“It’s rather strange that we would have such a tremendous response for the purchase of a laptop computer — and laptop computers that probably have less-than- desirable attributes,” said Paul Proto, director of general services for Henrico County. “But I think that people tend to get caught up in the excitement of the event — it almost has an entertainment value.”

This is an incredibly interesting story. It affirms a few beliefs:

1. People do not buy according to logic. They buy based on an emotional response, but justify that decision with logic.

2. Shopping and entertainment often blend.

If you can capitalize on those two points, you can become “worth it” in the minds of your customers. As Apple is worth the premium price. As Starbucks is worth the wait. As a Harley is worth the effort.