It's taken years - decades, even - but we've really finally done it. We've trained our customers to go into debt, over and over again, and buy "payment" vs. buying "price".
Seth Godin uses the example of car buying: When to do it, how to justify it, etc.
As a customer buying a car, do you care about a) what the purchase price is? Or, b) what the monthly payment is? 90% of us will answer "b" to that question.
Is there a problem with that? Well, from a sales standpoint, we'd say "no". Our job, after all, is to sell. Sell the small monthly payment, sell the feeling of the new car, on and on and on. As Seth points out, we're actually now making a decision on whether to buy more debt rather than a new product.
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