A yuppie goes out and buys himself a BMW.  Driving it home from the
dealership he gets hit by a bus.  As the paramedic is hauling him out of
the trashed bimmer, all this guy can keep saying is "my car, oh my god 
my brand new car.."

The paramedic shakes him up a bit and says "Pal, you've got bigger problems
than that - your whole left arm has been torn off and crushed."
The yuppie looks at him and a look of horror spreads across his face as he
starts lamening "my Rolex, oh my god my Rolex..."