Simple: Aesthetics are just about the only input we have when comparing similar items at the store. If you see a bright red, salmon-colored piece of salmon next to a grey one, the price difference would probably have to be significant to overcome that disparity.
Same thing with produce – there’s no good reason to dip anything in wax, but all else being more or less equal, people will almost always pick the shiny apple over the dull one.
Same thing with produce – there’s no good reason to dip anything in wax, but all else being more or less equal, people will almost always pick the shiny apple over the dull one.