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Fabricators of consumer and industrial goods seek competitive distinction via product features—some visually or measurably identifiable, some cosmetically implied, and some rhetorically claimed by reference to real or suggested hidden attributes that promise results or values different from those of competitors' products.

So too with consumer and industrial services—what I call, to be accurate, "intangibles." On the commodities exchanges, for example, dealers in metals, grains, and pork bellies trade in totally undifferentiated generic products. But what they "sell" is the claimed distinction of their execution—the efficiency of their transactions in thir clients' behalf, their responsiveness to inquiries, the clarity and speed of their confirmations, and the like. In short, the offered product is differentiated, though the generic product is identical.

When the generic product is undifferentiated, the offered product makes the differen

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