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Tony, the same can be said for any sales oriented business, whether it be building, car sales, holidays, IT, TVs, furniture, sunglasses etc etc.
Consumers don't understand enough about what they are doing/buying to fully understand what is happening. They enter into things with emotion rather than reason, and business takes advantage of that.
Think about people buying a car, how often do they do it? On average once every 10 years, the car sales person sells to people how many times per month, 10-20? Who has the negotiation advantage? Certainly not the person spending their money.
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