Sherman Burrus, a printer, purchased a printing press from Itek Corporation. Iteks salesperson knew that Burrus was a job printer and even suggested various features regarding the printer that would be pertinent to Burruss business. Burrus had continuing problems with the printer that Itek never corrected. In the subsequent lawsuit, Burrus asked the court to award consequential damages, including an amount to compensate him for lost business. Itek claimed that the defects were due to Burruss improper maintenance and operation of the machine, but the court disagreed and ruled in favor of Burrus. What is the appropriate measure of damages? [ Burrus v. Itek Corporation, 360 N.E.2d 1168 (1977).]