Following the 10 Percent Rule and staying out of the Customer Trap requires a high level of discipline and awareness. It is even harder to stand one’s ground when the conventional wisdom seems to be moving inexorably toward scale and efficiency when it comes to dealing with customers. Everyone who grew up in the 1970s—or before—can remember conversations in which people bragged about how much they paid for something. To have paid more for a product indicated that a higher-quality item had been purchased. It was a symbol of status that people would brag about. Not anymore. For many years, bragging rights have gone to the person who got a good price, a fabulous discount, a great deal.