We have already lost the cost battle, but there are still many more battles to win that may ultimately win us this war.

I agree that the goal is to find product Y or service Y that is more value creating than product X or service X but more important is that when you are doing product Y, prepare for product Z so that by the time product Y is out for the count, product Z is ready for the limelight. Plus,people are more than willing to pay premiums if they get what they want faster, quicker and more personalized to them