“Natural navigation is the art of finding your way by using nature. [It is] the rare skill of being able to determine direction, without the aid of tools or instruments and only by reference to natural clues including the sun, the moon, the land, the sea, the weather, the plants and the animals. It is about observation and deduction.”
Customers have a legitimate drive to make themselves better off. They should do that. However, if they assume that the only way they can become better off is receiving the benefits of your goods & services bundle at a lower price, then they may walk themselves into a corner that is not in their best interest.