The other day I went online to get something for my daughter’s birthday. I found the best deal so I bought it.

It was ten days before her birthday.

But it didn’t show up and the seller didn’t make any contact. They chose to sacrifice any customer service to cut costs.

In the race to the bottom, to be the cheapest, small operators are cutting all corners to be a cheap commodity. But to do this they cut corners and the choices they’d make to be a non-commodity fall victim in their race to be the cheapest.

Big operators have scale to bring their prices down, small operators don’t have this.

Being the cheapest is the last bastion of the person who has no idea how to do better.

The alternative is to choose to be worth it.