Agreed, also, customers value different things at different times: when buying a plan ticket, they value money more than comfort, but when actually flying, they

Agreed, also, customers value different things at different times: when buying a plan ticket, they value money more than comfort, but when actually flying, they usually regret that decision. Also, when buying a smartphone, they rarely think "I should go for the uglier one, with a bigger battery", but after they notice how often they run out of battery, they'll buy an external one.