[eru]

Oh, you would already have other reasons to buy a fridge. They are really useful to keep things cool, and thus keep your food and drink from spoiling.

But (in our example) the high price of a fridge has so far kept you from buying one. Luckily, prices have recently been falling, so you can finally afford one.

You look forward to a new era of less spoilage and less food waste in your life; because you'd rather use less resources. (The electricity to be burned by the new fridge comes from your rooftop photovoltaic, of course.)

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Does this make sense? You need have no regard for anyone's quarterly sales reports.