Its all about marketing.
When my mother was in the antiques business and a nice piece of furniture or other fine antique sat in her shop often being admired by 'tire kickers' but no offers were made, she would increase the price by 50 - 100% and the item would be sold within days.
In 1981 while I was working at Boston Volvo, Volvo North America Corp decided they wanted to address a more affluent market so they simply increased their entire line of automobile's prices by about 100% (while never making a single change in the cars) and they accomplished their goal.... and never looked back.
Its all about marketing.
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"I'm a Setter man.
Not because I think they're better than the other breeds,
but because I'm a romantic - stuck on tradition - and to me, a Setter just "belongs" in the grouse picture."
George King, "That's Ruff", 2010 - a timeless classic.
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