Cost to service ratio was one of the monetary lessons my mom taught me when I was like 7, lol. It's apparent in every facet of business. Return a $17 coffee pot to walmart and you wait on line for 25 minutes. Return the exact same coffeepot to Macy's, where you paid $70 for it, and they line the floor with rose pedals, spray perfume into the air, give you breath mints, and polish your shoes in the two minutes it takes to return it.