Yeah but, not unlike in the car industry, reliability is a 'good enough' metric for many purchasers. That is to say, beyond some minimum assurance of execution

Yeah but, not unlike in the car industry, reliability is a 'good enough' metric for many purchasers. That is to say, beyond some minimum assurance of execution, further improvments in that metric do not further improve the probability that the customer will choose that product over its competitors. So they're only price insensitive up to a point.