You want to make sure this particular car is going to please the customer and then you're going to be rewarded with something that is going to please the shareholder.
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Spending $1 for a brand new house would feel very very good. Spending $1 000 for a ham sandwich would feel very very bad. Spending $19 000 for a small family car would feel well more or less right. But as with physical pain fiscal pain can depend on the individual and everyone has a different threshold.
