" Perhaps the single most important determinant of the receptivity of the buyer to a new product or service is the nature of the expected benefit. We can imagine a continuum of benefits ranging from a new product that offers a performance advantage unachievable through other means to one that offers solely a cost advantage. Intermediate cases are those offering an advantage in performance but one that could be replicated through other means at higher cost. The earliest markets purchasing a new product, other things being equal, are usually those in which the advantage is one of performance. This situation occurs because the achievement of a cost advantage in practice is often viewed with suspicion when buyers confront the newness, uncertainty, and often erratic performance of the emerging industry, "

― Michael E. Porter , Competitive Strategy: Techniques for Analyzing Industries and Competitors