Whoever pays too much is foolish! The pressure to always become cheaper has become a hallmark of global economic processes. Wal-Mart, the most influential retailer in the world, has only one motto: Demand more for less. The possibilities of global sourcing and the internet are working in the same direction. We are all being trained to accept "cheap" - but the price for that is high, as low prices also mean low incomes. And that is the fundamental principle of everything.