For me, making a significant purchase is an emotional decision. I do my research, I check out different brands, I compare products, and ultimately decide to give my hard-earned money to a particular company.
Once I make that decision, I'm entering into a relationship with the brand. I'm giving them my trust.
Based on several recent experiences, I'm left questioning the extent in which companies understand the modern consumer. I'd argue it's the single most important lesson for future success.