However, when presented with the full story (you can get tethering on this phone, but at the cost of security; you can get security on another phone, but at the

However, when presented with the full story (you can get tethering on this phone, but at the cost of security; you can get security on another phone, but at the cost of tethering; and you can get both tethering and security on this third phone, but at a higher price), enough people will opt for option three as to make it at least meaningful to the market, despite those who don't care about security.