[fhd2]

It's a weird example. I think a better example might be the trust factor in service relationships.

To my clients, my company is not ...

1. ... the cheapest. I think we're maybe upper middle ground in terms of cost/value, but arguably not the best bang for buck _in the world_.

2. ... the best. We might be _one_ of the best available to them, but most likely we're not. I think we're "pretty good".

But we do have something other companies do not: Their _trust_. Most of our business comes from recommendations, so we start on high trust. Then, as we work together, we build even more trust over time. They could probably find a service provider that's both cheaper and better if they looked hard enough, but they wouldn't be able to trust them as much. They could of course take that gamble, but the existing trust arguably gives us an edge.

Doesn't change the point of the article, which I think makes sense. Just a pretty odd example, as you pointed out.