On 6-Jul-2008, Lewis Hamilton won the Formula 1, UK Grand Prix in is Mercedes/McLaren. Will you earn more money if you buy a Mercedes or a McLaren? Will it make you a better driver?

Kyle Busch is leading the Nascar 2008¹⁾ in his Toyota sponsored by the M&M candies. Nobody believes that, since they are driving a Toyota Camry and that Kyle Busch won last weekend, it will make them a better driver.

When was the last time you asked a carpenter what's the brand of his hammer or his drills and circular saws? Does it make a difference?

Nikon is selling a lot of Nikon D60 because people believe that since great photographers use the Nikon D3, their photos will be as good as theirs. Nikon is not the only one, Canon does the same thing with their 1DMKIII and the Rebel series. Photographers are “suckers” for the so-called technical information. Who cares if the photo was made on a Canon, Nikon, Olympus, Pentax,… at 26mm, 1/180s, f:5.6. This subject, at that time with this light, this angle and this perspective will never happen again. This is meaningless, unless you actually get explanations of what were his options and why the photographer did it that way.

People expect that since they bought the same camera as Moose Peterson, they will have the same photos. What about pressing on the button? What about being at the right place at the right time? What about knowing about the subject you are photographing? What about the thousands of hours spent learning?…