PricelessPeople used to download music for free; then Steve Jobs convinced them to pay for it. How? By charging 99 cents. Prada and other luxury stores stock a few obscenely expensive itemsjust to make the rest of their inventory seem like a bargain. Why do text messages cost money, while emails are free? Why do jars of peanut butter keep getting smaller to keep the price the 'same'? The answer is simple: prices are a collective hallucination. In Priceless,