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Your premium brand had better be delivering something special, or it's not going to get the business.

Premium content matters.

Usually, I just do what I want, because I got it that way.

But paying is part of the game of life: it is the joy of buying that we crave.

There's always a price for what you want.

Sometimes you get what you want not because it's right or fair or even smart, but because you just don't know any better.

By packaging a full album into a bundle of music with ringtones, videos and other combinations and variations, we found products that consumers demonstrably valued and were willing to purchase at premium prices. And guess what? We've sold tons of them.