All very true and "balk en masse" is what I meant by "first exposé". (Ancient wisdom, even, if you think about individuals and mortages/car loans and having a steady job, etc. rather than just businesses.) Maybe we'll anyway see some market segments succeed with "pay 2x more for your screwdriver, but it will at least be your screwdriver" slogans, and then have screwdrivers to do with what we will, like the proverbial "pound sand". ;-)