Been there, done that.
In the past 2 weeks I have found 6-7 knives that I wanted, and that sleeping on them had me reconsider. Most recently it was the Alliance Design Laconico EZE 2.0 Integral. It turns out I have an older EZE with Ti lockface and carbon fiber show side, with the same classic compound tanto blade. The main difference is mine is not the newer Ti integral with carbon fiber (or zirc) inlays.
I believe a lot of it is the thrill of the chase - to try something different regularly, even if we do currently own The One. It's not the same as being a serial cheater, because a multitude of knives were meant to be swapped and rotated depending on the chore or our clothing and mood. Our wives are more versatile than our knives and so we get just one (at a time)
For those out there wondering, I sent Gary two Manix 2 in the past few weeks, for lanyards but in separate shipments. These two would make ANYONE want to own one...
(1) The first was a Manix 2 Stormtrooper in REX45 (black blade, white scales), on which he installed a lanyard with a cool "Stormtrooper helmet with a skull inside it" bead that I found. That got his juices flowing.
(2) The most recent Manix 2 is currently on the way back to me - a Knifejoy exclusive in 20CV and neon green G100 scales; on which I got the requisite matching frog bead lanyard installed (looks like a frog from a Hayao Miyazaki movie like Spirited Away

).
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