However much we may like to us the Ricardo model, a few of the assumptions made don't hold much water when talking about my country, France. In a list of the 100 biggest brands in the world, 9 of them were French. Something surprising however; they're all in luxury goods. Louis Vuitton #17, Gucci #46, L'Oreal #50, and Chanel #61 just to name a few.

So much for Ricardo's assumption of homogeneous goods. Even though many of us guys out there might not be able to tell the difference between some cologne we found from Kohl's and du parfume qui vienne de la France, I think some of our lady friends would beg to differ. The French have, and evidently continue to be, been viewed as the gurus of 'culture'. This includes but is not limited too: food, wine, fashion, and luxury items. Voila the reason why you've got to shell out $50 for what seems like a drip of perfume for your girls birthday!