Choosing to buy a significantly more expensive item largely because it is better marketed and more ostentatious but which is actually of slightly inferior quality to the cheaper option. Often done on impulse.
Adam: "You know I kinda regret forking out $5000 for this fancy clockwork watch. I need to wind it all the time and my old quartz watch was noticeably more accurate."
Barry: "You spent $5000 on a watch! What were you thinking?"
Adam: "I dunno ... it looked great in the shop window and my credit card made it so easy. I guess I just bought the lobster."
Barry: "I know what you mean, I hate buying the lobster."