I was about to say something along those similar lines. . .since most customers have a hard-time rationalizing a set of choices without understanding the makeup of each choice. Most customers, in a sense, out-source the decision-making to either a salesman's pitch or a product's brand. Seems like most of marketing's job is to optimize their product according to their customer's profile, which, in short, I think means each product marginalizes their customer according to a set of values called culture.