Here's the thing.
It's very common for people to shop based on price.
It's probably the number one thing.
Everybody wants a deal and everybody wants things cheap.
But the behavior is inconsistent with our actions.
You see most people only want to cheap when it's convenient for them.
If you were consistently cheap then…
You wouldn't buy an iPhone.
You wouldn't Drive a BMW.
You wouldn't live in a large home.
You wouldn't send your children to a private school.
Still - it's fun to find things on the clearance rack.
It's fun when there's a great BOGO at the supermarket.
Don't get me wrong - I understand the concept of value as well as the concept of paying a premium on certain items.
I just find it puzzling when a someone thinks they're comparing apples to apples when really they're comparing apples to peanuts.
When looking for a new IT provider you really want to be more in the middle.
Value lives somewhere between cheap and premium.