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In e-commerce, your prices have to be better because the consumer has to take a leap of faith in your product.

Ashton Kutcher
Leap Of Faith, Ecommerce, Consumers
"Why Ashton Kutcher Believes You Need to Own Quality T-Shirts". Interview With Corbin Chamberlin, www.elle.com. April 1, 2013.
In e-commerce, your prices have to be better because the consumer has to take a leap of faith in your product.