Most high-profit businesses, in essence, are not selling products but selling "psychological value": to ordinary people, they sell the "hope of upward change"; to the wealthy, they sell the "sense of security to avoid decline." The former is priced based on "expected value," while the latter is priced based on "level of fear"; once the target audience is misidentified (selling hope to those who lack it, selling security to those who have nothing to lose), no matter how hard you try, it’s difficult to make a sale.