Just to add on to your point, I tend to think of relative value in terms of my relationship to a cheeseburger and a vegan&#x27;s relationship to same cheeseburger. I might spend $10, maybe even $20 on a good cheeseburger. The vegan would spend money to <i>not</i> have to eat a cheeseburger. Does that change the cheeseburger at all? Not one whit. Does that make either consumer better than the other? Well, only the vegan thinks so, but that&#x27;s a different issue entirely.