Very good points in this post, but it seems to me that they are only valid if you look at a single line of products &#x2F; services at a time.<p>When you put multiple products&#x2F;services in one store, that is when your products get to be next to both competing and non-competing (non directly substituable) products, there are other consumer feelings to add like the sum of all things they&#x27;re going to buy -- whether or not they have a budget, the sum of the things will either look &quot;cheap&quot; or &quot;expensive&quot;. And who knows what they will buy next... if they come back at all.