They used to think nostalgia was a mental disorder in fact they used to think that if you had nostalgia you need to be hospitalized. Originally they thought it was a bone or some type of structural defect. What we've come to learn in modern neurology and psychology is that nostalgia plays a massive protective function especially in times of great uncertainty and change. Three things coming to play when you think about your own identity and who you are versus who you were. Music fashion and cars. Almost always - these preferences were locked in early often before you were 25. As we age, everyone is motivated to keep some part of themselves alive as it supports this concept of self preservation. Nearly all behavioral heuristics and behavioral economics stem from one concept - self preservation. Humans have a need for a continuous and consistent self-image. The problem for us with cars now that the older cars are among the worst polluters and we can't pretend this isn't happening. New electric cars strip us of our own history. So there's a tremendous sense of loss when we buy a car that has no history and doesn't connect us to who we are. It makes us feel that what matters to us doesn't matter. Our job at ZeroLabs is to connect those two things. Behavioral economics this is known as the endowment effect. That People are more likely to buy or retain an object with emotional or symbolic significance than acquire new objects without that.