For those who don’t know, Apple released a physical book last month that shows off its 20 years of designs through 450 photographs. The ‘cheaper,’ 10.20” x 12.75” version costs a bargain $199, but, if you really want to stand out from the crowd, the $299 13” x 16.25” option could be a better buy.

If, for some bizarre reason, you’ve not felt compelled to splash out almost one-third of a thousand dollars on some glossy pictures of iMacs and Apple Pencils, the company has just released a simply stunning promo video for “Designed by Apple in California.”

Apple’s Chief of Design, Jony Ive, fronts the clip, which, if you’re able to watch all the way to the end, will doubtlessly convince you to buy a book of photos that costs the same price as an iPad Air. After all, money shouldn’t be a factor when it comes to a publication that uses specially milled German paper, gilded matte silver edges, and low-ghost inks, whatever the hell they are.

While Ive reminds us that “Ideas are not predictable in terms of when you’ll have them, and how many you’re going to have,” he doesn’t really explain why the book is so comically expensive. It may be constructed from materials that sound like they’re from an RPG, but it seems this is another case of Apple’s “it’s expensive, which makes it great” marketing at play.

Still, nothing would show just how rich and gullible you are than having a copy of “Designed by Apple in California” sitting on your gold and diamond-encrusted coffee table.