Users of a service don’t care how it all works. All the code, the logic, data, css and html, they don’t care. What they do care about is what it does for them. People love to involve themselves emotionally in a product. This involvement and the way it changes their lives is way more influential than the product price. If you really want something you’ll pay for it no matter what. People even take proud in the fact that they don’t know a thing about how a service works as long as it does what it’s supposed to do for them.

With commodities people go even further when a service is very important to them. They are willing to take two extra steps to make sure the service will be available to them again in the case something goes wrong as soon as possible. You probably also have an insurance for road service. Two extras to make sure you don’t have to understand anything about your car, but it will be available to you any time any where. Just to be sure.

Do you like your butt huggers in your car?