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Lowering prices is easy. Being able to afford to lower prices is hard.

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Focus on cost improvement makes it possible for us to afford lower prices, which drives growth. Growth spreads fixed costs across more sales, reducing cost per unit, which makes possible more price reductions. Customers like this, and it's good for shareholders. Please expect us to repeat this loop.

A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.