What could A customer do wrong so he is not getting the revenue he expected? (ANY CUSTOMER) He may have the wrong expectations about the product and buying for other purposes that are not the ones the product is intended. For example, a man buying a sports car to become more attractive to women. He is not using the product properly or at his best interest. For example, credit cards. He is buying something out of this economic possibilities and so the cost and value proportion decreases.