And yet, here’s the great irony — I couldn’t honestly tell you how much I’m spending on text messaging (with two college-age offspring, maybe I don’t really want to know). I spend $49.99 on high-speed Internet access every month. And I begrudgingly pay nearly double that on a cable bundle, which is the only way to get certain channels that I really want — by buying several hundred that I never look at. I’m quite happy to spend (a little) money on iTunes. And I buy everything from shear bolts (don’t ask) to vitamins on Amazon.
Why? It all comes down to how the payment link of customers’ consumption chains fits into their total experience.