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As opposed to, say, a consumer who might indeed spend a lot on e.g. games, or may not, or varies by year or whim or financial situation.. Or a consumer who will "do something tonight" but the range is enormous. (2/5)

Of course, price always matters, both as a constraint and as a signal. But a business typically starts with a goal, then uses money to (try to) achieve it. (3/5)

Yes I know you can recast B2C as goals, e.g. "I want to do something fun tonight," but I think it's clear how those are sufficiently different in how they are approached, and how the buying decision is made. (4/5)