1. You get excited when you hear that Thomas Moser is doing the keynote at a conference, and feel bummed that you can't make it.
2. You realize that the conference is being held near an Ikea, and wonder if you could gatecrash the keynote while your wife is shopping.
Note on #2: I said, furniture geek, not furniture snob, so no sniffing at Ikea. That being said, I would much rather own Moser furniture than Ikea furnture. I just can't afford it. So if you're independently wealthy, and wondering what to get me for Father's Day, here are just a few ideas. That rocking chair is a steal at $3,200.