The incontestable fact is that each of us is a completely unique store of inestimable value.

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And they have served their country with honor and distinction and rendered an inestimable service to their country and to us.

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The inestimable Dan Ariely pointed this out in his June Wired piece on how online companies get you to spend more money.

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"All children are of inestimable value in themselves and it is contrary to their dignity, and the dignity of their procreation, to be selected, conceived and utilised for the benefit of another, " Dr Cole added.

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