Wanna be a groupie?
From Seth Godin:
The thing is, when you dumb stuff down, you know what you get?
And (I'm generalizing here) dumb customers don't spend as much, don't talk as much, don't blog as much, don't vote as much and don't evangelize as much. In other words, they're the worst ones to end up with.
You want quality customers/fans/groupies, give them quality schtuff. For example, the books I design are carefully crafted. A book is a book is a book, you may say. But in this info age, a book needs to be packaged as a souvenir in much the same way an album is packaged as a CD. Why is this important? Regarding the books I design, they are lifestyle objects. When people buy a copy of one of the books I design I want them to emotionally and intellectually connect with the book as one might connect with a new friend. My desire is that these book buyers invite/introduce other people to the experience. This translates to quality customers/fans/groupies.