It's tempting to think that printing has become a commodity. Gasoline is a commodity because the buyer thinks that all gas stations are the same with the only difference being the price. That's not printing because every print project has a different appearance, a different value to its buyer and every buyer has a different perception of the print market. Because printers have used estimating systems that focus only on the "cost" of production, they're not focused on these differences. High profit printers set prices based on the value of the project to the customer and their mutual relationship, not on "cost." This approach enables them to get all of the dollars that the customer is willing to pay, but get the order as well.