Well, that's the difference in the craving. If I am craving pizza and I do not get a great one, not only does the craving continue, it increases sometimes.
Here's the kicker and I can apply this to everything. Had I not had great, good would be great. Let someone drive a Mercedes SL550 for a week and then go back to a Nissan, how even good is that Nissan now? Before, it was fine but now it's unacceptable.
When anyone plays that "what's the best _______ you ever had"? game with me my stock answer is "I hope I haven't had it yet".
I made the mistake of ordering these ridiculously expensive prime 22oz bone-in ribeye's and they're the best steaks I have ever eaten at home. But now, I have defined great and if I want great, I am going to have to pony up. I do justify that by telling myself 'I'd be paying that in a high end steakhouse and probably have a $12 martini and a $50 bottle of wine so I am actually saving money'. That's how I justify expensive hooch, I don't go out to bars.
Runny, I have reached that age where I play the "if this is the last ________ you are ever going to have, is it what you really want" game with myself. One day, my own mortality descended upon me and has made itself very comfortable in my head. It is a very weird feeling to go to bed and actually really think 'I might not see tomorrow'. The last thing I want to think is "why in the hell did I have the house brand'?