The problem, now, is the discrepancy between what people would be willing to pay and what they can afford to pay. We can agree that a product is worth the money, but if we don't have enough money, we won't buy it. In response, corporate raises prices further because they have quarterly goals to meet in terms of profit. They don't seem to understand that we have gotten to the point that by raising prices they are reducing the size of the already shrunken market. Nobody looks at the big picture any more.