The Premium Puzzle

«Solving the premium puzzle is one of the things that have driven capitalism for centuries. In every generation what used to be a luxury becomes a necessity — a necessity is anything that a person feels that they need for social participation. But no one has enough money to afford it. So the way we brake through is by solving that premium puzzle, by figuring out how to give people the new stuff they want at a prize they can afford.» — Shoshana Zuboff