"The Useless Option – How a bad choice forces you to buy the expensive one" reveals the secret weapon of pricing psychology: The Decoy Effect (or Asymmetric Dominance). Why does the cinema sell a medium popcorn for $6.50 when the large is $7.00? The medium exists not to be sold, but to make the large look like a bargain. Marketing expert Martin Trap dissects how this cognitive bias manipulates decisions in everything from software subscriptions to real estate. The book explains that humans are bad at judging absolute value, so we look for comparisons. By adding a "decoy"—an option that is obviously inferior to the target option—marketers can steer customers toward the most profitable product. "The Useless Option" is a field guide to spotting and using these invisible nudges. It teaches entrepreneurs how to structure their prices to guide customer behavior, proving that the most important product on your menu might be the one nobody buys.