Are we stupid?

Some while ago, we had a visit from a desperate consumer who wanted our help. She was a mature woman with a long, reasonably successful career in business. Now she was running her own store. She was the sort of person I really admire. She’d saved some money from her mainstream job, had quit and had invested it in a small start-up business and then worked very hard to make a success of herself. Until she made catastrophic mistake.

She had a regular customer; a man who would often visit her store, would have a chat and would then buy a few things. He sounds like the perfect customer.