We buy the results (or the value) of a product; not the product itself. We buy the delivered action; not the service. Customers don’t buy your products or services; they buy the value they see in them for themselves. When we call a hotel, we don’t buy the bed, we buy the location. When we buy an airline seat, we are buying the delivery, the comfort and the convenience they sell with it ...or not! A meal isn't the food; it's the experience of eating it, etc.