[current state] Our current knowledge about usability and user experience is only the tip of the ice burg. The field of usability is maturing; we know how to design experiences that people can use. We have methodology; we have standards and guidelines based on the science of cognitive psychology. We have data to back up our decisions and we fall back on this data to make intelligent, informed design decisions. We’re starting to feel pretty good about ourselves and the way we put together designs.
What if they run out of iphones????? Lines for the new iphones stretched for city blocks.
Example of online scarcity…”Only 2 left” you must act now before someone else gets your double wide shoes!!!
Online this translates to giving something to the consumer in order to get them to purchase. Free shipping is a very common ecommerce reciprocity tactic.