We all have probably seen on the Web pictures which may look like the following: It implies that if someone quotes to a customer low (or lower than average, I presume) price for the services or products it necessary means low/lower quality of the services or products provided. This is very interesting assumption and I had a short conversation a while ago on Twitter with another SharePoint specialist about it: Original Bjørn's article should be here http://t.co/36brwYq4Kf A study in Journal of Consumer Research http://www.jstor.org/userimages/ContentEditor/1351717003127/DevalRelease.pdf in regards to the subject clearly shows: '" Consumers rarely have complete information and use various strategies to fill the gaps in their knowledge as they consider and choose products. One of these strategies involves using naive theories : informal, common sense, explanations that consumers use to make sense of their environment. For example, consumers may believe th...