The key aspect that allows the businesses to get away with this is the buying frequency. You might buy a couch once every 10 years so it's very difficult to jud

The key aspect that allows the businesses to get away with this is the buying frequency. You might buy a couch once every 10 years so it's very difficult to judge quality. Whereas with something like coffee beans I'm buying it every week so I have 52 opportunities every year to analyze the quality and change brand. The couch seller knows you probably won't make a repeat purchase so it's all about marketing tricks.