Man, I loved that movie I watched last week I'm going to catch the bus over to the library and rent it again!
Wow that's not what I was hoping for... that movie seemed so much better the first time I watched it!
The Law of Diminishing marginal utility states that the amount of additional satisfaction a customer receives diminishes with each additional unit. This is also the explanation for why the second salt and vinegar chip never tastes as good as the first!
It is understandable that I felt this way after renting the movie the second time due to the Law of Diminishing Marginal Utility.