1.   How well a company performs is judged by customers at the point of sale, not by reading financial reports.

2.   When customers judge a company, they judge the totality, not the basic function.

3.   How will my customers judge the performance?

4.   There would be standardized policies and report cards so customers could judge prices and quality.

5.   Many trading firms do not like to appear overly cautious for fear they would be judged by customers as not competitive enough.