Upload & Sell: Off
Pretty much yeah, how you sell yourself, marketing well, branding, having lots of people love you and recommend you.
I always tend to find car analogys help me understand things, so here's mine for this situation.
I've owned 3 Alfa Romeos in my life.
They cost more than Fords....even though they break down more, have worse suspension, have more build quality issues, and the dealer service is notoriously shite.
Why do I keep buying Alfas?
Because I've bought into their "brand" - I like the way they look, I like the way they feel, I like that it makes me slightly different (and slightly mental) - intangible stuff that can't be objectively measured essentially.
I know if I bought a Mondeo I'd get a BETTER car.....but I just don't WANT one they way I want a 159.