> 3. Buyers generally won't reject a car for having features they don't care about, but they'll frequently reject a car for lacking a feature they deem importan

> 3. Buyers generally won't reject a car for having features they don't care about, but they'll frequently reject a car for lacking a feature they deem important. 4. Buyers have different preferences. Yup. I don't care about the radio, and you don't care about manual windows, but you care about the radio, and I care about manual windows.