Books as Treats
On the subject of random rewards psychology...
What if the dog can know ahead of time if the master has a treat, or go to the treat store and browse through the selection to find out more about the brand of treat the master usually gives, or look up on the internet the opinion of other dogs who came to the master to get a treat (or received a complimentary treat without doing anything) ?
"It's like a rubber chew toy, only without the toy part. Good use of white space on the package, though."
The reward/gambling metaphor is a little to simplistic, I think, to really describe the gamer purchase mentality, habits and purchase decision resources. I think previously rewarding material can get a gamer to look at or investigate a company's products, but not necessarily buy.
Also, if the first thing a company puts out bites, then I'm much less likely to want to look into further offerings from them. However, if their initial publications are average or better, I'll be a little more forgiving if they put out something not so good. Note this doesn't mean actually purchasing - just willing to keep them on my radar.
Looking back at my 3.0 purchases, I do own a few which I thought were pretty good at the time, but now make me go "What where they thinking? What was I thinking?". I believe much of this was due to lack of anything else to compare these products to. No one had shown what a really good 3rd edition product could look like yet. Some of the products would make me inclined to dismiss the companies involved altogether if I bought them today. However, since I didn't, I do own a few things from these same companies that I am quite pleased with, even when held up against the raised standards of quality that exist today.