Chris Ramey, president of The Home Trust International and Retail Rescue, talks more about conspicuous consumption purchases, sales of higher-end products to individuals who are not necessarily wealthy, meaning higher end retailers sell to aspirational middle-income consumers, and the concept of apparent value. Also discussed is being an agent of your customer rather than your suppliers, editing your operation’s selections, and serving the community. Ramey discusses sharing values reducing the cost element of the decision.