So one of the things going on there is that firmness and redness used to be signs of a good-tasting tomato -- because it was just the right amount of ripe, not under or over.  Customers don&#x27;t normally get to taste tomatoes before they buy them, they have to use firmness and color as a proxy.<p>So they bred tomatoes that can be very firm and very red with almost no relationship to actual ripeness, and taste terrible.<p>In that case, it&#x27;s more of a trick than customers showing a preference for firmness or color over taste.<p>But you&#x27;re right, I think, that customers will generally choose cost over taste, or over almost anything else, in the aggregate over the long-term anyway.