If you have a degree in Physics or Chemistry, you soon realize that everything is about energy. I don't have one, but I also recognized that fact long ago.
This is also important in Psychology and Sociology because of their biological roots, although I think it has been overlooked. If we look at the characteristics the animals display when mating, we find that the ones selected by the female gender are those that take more energy to be built or to be done.
Particularly, a female will be more attracted to the driver of an Audi than to the driver of a Citroen. Not only does it cost more to purchase, but it also costs more to maintain because of the fuel consumption. This costs can be attributed, in turn to the materials being harder to extract and to manufacture, hard meaning more energy-consuming, and the people intervening also require more energy consumption for their lifestyle.
Beware that I am not saying any energy consumption is acceptable by females. A guy with a resistor connected to the electrical network is not appealing, nor is a teenager traveling weekly from their parents to her place 1000 miles away just to sit on the sofa.
We also see this effect in marketing. An example is that Nokia failed to see iPhone's threat.
The iPhone did not sold only because of its higher technical capabilities (we can list a lot of technically-superior devices that failed miserabily) but because of the energy usage it prompts social groups to use: having an iPhone is having a lot of social options to spend energy on, such as surfing the web with multimedia capabilities, storing videos and music to be readably available to show at social events. In general it is a device that makes the user use. Members of a social group who don't have those abilities are neglected, such as those out of Whatsapp groups, who don't receive the latest group agreements. Therefore, the iPhone not only makes its user use it, it also creates the need for other users to use it.
Nokia stated that a phone that big would never be marketable. They failed to estimate the new wat that device would make possible to spend energy on social events and how that energy would be well used on these events.