It's not even just an issue of being noble and taking less. In a frenzied capital market, your competitors can essentially tape $100 bills to every offering in

It's not even just an issue of being noble and taking less. In a frenzied capital market, your competitors can essentially tape $100 bills to every offering in order to get 'traction' - and if you don't have the funds to compete with that, you are going to lose. Customers simply don't have the knowledge or wherewithall to pass up those loaded offers and pay up for your noble, self-funded but ultimately more expensive proposition.