So, the other night I am browsing my local drug store, killing some time as I wait for the pizza I ordered at my favorite pizza joint in the same strip mall. I spot a DVD for sale—an old movie I have been looking to add to my collection. And it’s only $2.99. With a smile on my face I head to the counter to make my purchase expecting the quintessential consumer experience: deep discount pricing on proven technology.

Instead, when I get to the checkout, the cashier—a young man maybe 17- or 18-years-old—scoffs at me. It wasn’t overt or, I believe, intentional, or even meant to be rude. We’ve all heard it. It’s that low, throaty sound that expresses derision or disapproval with a thought or action.