$650,000

Ferrari had 1,000 orders for the $650,000 Enzo after the car was unveiled in 2002, but the company stuck to its decision to build only 399 cars (plus one for the pope). By my math, that means it left $390,000,000 on the table in the name of exclusivity and almighty demand. With those 600 never-built Enzos, Ferrari essentially invested $390 million in its own legend.

Because nothing whips rich people into a frenzy quite like telling them they can’t have something.