Price Insensitivity

If customers are just willing to pay more for it, and they don't really care, that's a huge advantage for the company. You have some amount of insensitivity because the price is just very low, and things like that. Some things can be priced so low that you might even have to raise the price somewhat to make it people believe that it has value. It would be easier to have a big customer service model going into a health insurance or use cars rather than trying t with a brand that's more attractiv an coal or something.