They appreciated that their customers were collectors not readers . The Times reported that the programme was so successful it created a world shortage of second-grade goat skin. Today, the Franklin Mint sells just about anything you want to collect. Of course, people respond well to good deals. But it's important to remember that a good deal may have nothing to do with objective values.
Value means different things to different people.
It would not interest me because, as an Englishman, I don't really appreciate good coffee. But the Swiss, the Dutch and other Europeans with good taste do - and will pay for it. Something which can certainly add a great deal of value is prestige, as American Express discovered when attempting to recruit new customers for their bank in Hong Kong. By law, they were not allowed to offer anything that their competitors did not. In fact the only thing they had was the reputation of American Express, which has high status in Hong Kong - sufficient to persuade large numbers of people to open checking accounts with the bank.