Here's some free advice for you single folk.
The next time you go to a bar with the intention of getting laid, bring a friend with you. Not just any friend, however, but one who sort of looks like a tad uglier version of you: crooked teeth, nose longer than yours, overweight compared to you, slightly disproportionate features. You get the idea.
Why? It'll drastically improve your chances of getting laid.
As Ariely writes, humans are magnificently poor at judging the intrinsic value of something. We derive the value of an object X by comparing it to a similar object Y. This is why your chances of getting laid improve when you bring along a slightly uglier friend — the "decoy" — to a night out.
Apple knows the game all too well.