What about cases where consumers are willing to pay a higher price then. Geoffrey James, a contributing editor for Inc.com, in his recent article, stated that there are generally 10 reasons customers will pay more. The article is available at http://www.inc.com/geoffrey-james/the-10-reasons-customers-pay-more.html. Specifically, he addressed that, customers often willingly pay more for a product when they can get a functionally similar or even identical product elsewhere for less, when the product is easier to buy, arrives more quickly, has a must-have feature, burnishes the buyers reputation, has a lower cost of ownership, comes with more friendly customer service, etc. Do you agree with him? Among the ten reasons, which one is do you think the most important reason for consumers is willingly paying more?