Because they read the Innovator's Solution. There's a chart in there (can't find it in Google Books) that has the hierarchy of what customers value - it's some

Because they read the Innovator's Solution. There's a chart in there (can't find it in Google Books) that has the hierarchy of what customers value - it's something like 1) possibility 2) cost 3) ease of use. Ah, I'm not doing it justice, I've got to go get the book now.