At the heart of these issues lie transparency and authenticity - telling the truth and not obfuscating - so that consumers feel enthusiastically delighted about their purchases [think of the delight that an Apple iPod purchase generates] rather than that they've been taken for a ride.
My family is willing to pay more for a product if it can demonstrate cost effectiveness albeit there is no way of effectively researching carpets in order to make an informed decision. I have spent more time than I care to admit trying to find reliable data and some common denominators in the carpet industry. The carpet moguls have won. I am at the mercy of my carpet salesperson and the industry marketing hype.
Ironically - going back to the Apple example - anyone walking into an Apple Store knows that anything within costs more than the equivalent MP3, laptop, phone... And, yet, everyone walks in willingly. Each one knows exactly what s/he is considering - having been able - assuming a desire - to compare it to equivalent products. And, yet, consumers still walk in and purchase willingly and with delight, impatient to get it home and start playing.
So, carpet industry. What are we waiting for?
Let's make carpet buying as exciting and inspiring as buying something from Apple - and a LOT better than buying a car!