Take, for example, the idea that Honeywell was trying to sell mainframes to house wives. They did -- everybody did in the 70s, because they were dumb as a box of rocks.

Take the same mainframe and sell it to a bank.

The data for the first attempted sale (housewives) would make you think "Gee, that price is too high! They're not selling."

For the second, the price could be the same, but the audience would actually buy it.

If you don't qualify whether a business is doing a shit job of targeting, your market pricing data is absolutely worthless.