To put this in real world terms for you and to show why it's the buyer who is ultimately responsible. I live within 10 miles of the border between my state and another. Gas costs in my state right now are about $2.89/gallon. Gas costs in the state not even 10 miles away are about $2.63/gallon. I choose to pay the higher cost. Why? It's convenient. I know I can get it cheaper elsewhere, and if I didn't the information that I can is easily accessible with a simple google search, yet I still buy it at the higher cost. Take an economics course. One of the very first things you will encounter is opportunity cost, which is all of the non-monetary values associated with a good or service. Convenience IS opportunity cost.