Linda:

I am NOT talking about scams, copy-cat products, guru-clones or any of the online "marketing" scene specifically.

I AM talking about the VALUE SYSTEM people use when making buying decisions. And it does NOT relate to online only.

ANY information product - online, offline in a book store, etc.

People will put off buying an info book from a bookstore - even after its being there means it has been pre-approved by the publishers, etc. - and spend that money on something else - like DVD rental, lotto tickets, pizza, and so on.

They will ask opinions of info products from people who don't know - husband, wife, granny, etc. People who have not used the product.

They will willingly spend many thousands of dollars and years in getting a government education, but want INSTANT results from an info product.

Some people really have to think twice before buying info. That's the reality of their financial state.

Others, though, are not in such a dire position and still have the same trouble buying information.

Fiction books (King, Andrews, Koontz, etc.) are bought without a second thought. Books on investing, for instance, are considered in depth. Should they? shouldn't they?

Buying a DVD movie is a no-thought-required process. Buying an info DVD is a major drama. Same product type (DVD), same cost ($30). But a completely different "attitude" towards the purchase - even from a credible store/seller.

This has nothing to do with being "burned" before. (People continue to buy fiction books and see cinema movies after bad previous purchases.)

It has everything to do with people's willingness to spend money on certain things (non info related) and getting little value from them... and finding it hard to buy items with tremendous value (info).

Michael Ross