Yes

...

if you're only looking at price.

So what I would do is educate customers.

They felt so comfortable with our, with our system, they're coming from miles and miles and miles away because, um, the [laughs] we had a, uh...

I, I love telling this story.

We had a weathercaster on TV, and, uh, he died early, um, unfortunately.

Yeah

Kind of, right? Here's what I focus on more, and that is how is it that buyers determine what they're willing to pay for something? Because when I think of that, then I have the ability to go back and say, okay, what should companies be doing to help ensure that we're getting the majority of that willingness to pay?

Okay.

Well, the thing about the car business, first of all, I wrote a book about this thing.

It's called Don't Be Taken for a Ride.

Here, I'm going to hold up a copy of the book, okay? I'm going to take a little advantage of you.

This is on Amazon.

Don't be taken for a ride.

Just sort through them.