I sold computers and computer accessories at a big box store, and there was an HP rep that would sometimes hang out in the printer aisle to answer questions and evangelize HP printers. I remember he told me a story of how, when HP printers were built really solidly, the CEO had a meeting where he demonstrated this by standing on the printer, and it didn't budge. The takeaway to this wasn't, "Hey, we make a great product. Look at this!" It was, "Hey, we make too durable of a product. We should cut costs because this is costing too much!"