The perceived value of a service or product rarely reflects any intrinsic value; but rather, arises from popular beliefs and impressions. Since few think for themselves and most follow the crowd, worthless and harmful products and activities often proliferate while beneficial ones flounder in obscurity. This obscurity, however, can become an opportunity because almost everyone considers themselves a connoisseur above the crowd and will run after the unusual. Instead of calling something easy or common; a little mystery, a striking name, the feeling of being part of an elite group, an impression of only providing a service or product to a special group—these all raise perceived value and price.