scarcity or upgrades? to upgrade a product you habe to know the difference between basic, standard, limited, exclusive, luxurious. you can sell a brand new basic car to a person for 35000, 35000 standard model to another, 35000 limited model to another, and 45000 exclusive car to another if they do not the luxurious package is 39000 target market price. this is why corporations have ownership of their material rights. they assume so many people in catergory a will pay 2500 above market price, catergory b 3500, c 4500, d 4000, e 2000, f 1000, g 0000 or asking price. this is to get the most money from the early adopters to the penny pinching late or stagnad group. They drive everything based on who buys when for what price.