Interesting example of the endowment effect from New York Times restaurant critic Frank Bruni: http://www.nytimes.com/2009/08/19/dining/19note.html?8dpc

Summing up the quirky behaviors of his dining companions over his tenure as restaurant critic for the NY Times, Bruni describes the way his fellow diners--to whom he had randomly assigned dishes to be sampled--would become protective of "their" choices, defending their quality.