Apparently professional market research says 10% of buyers in any market will always go for the premium option and about 10% will always go for the cheapest option. That means at least 90% of the market does not use lowest price as their #1 buying criteria. Yet most businesses sell as if price is the prime if not only factor.
I talk to many contractors who are interested achieving more accuracy with their estimating so that they can begin to compete with all the low baller contractors out there.
While I am all for improving estimating accuracy that is precisely the wrong reason for working on improving it.