I'm not sure it's not the right word. I can imagine Rockler's CEO writing in the annual report:
"Because of their high perceived-value, the demand for, and our retail-markup on Rockler Glue Brushes and Rockler Bench Cookies (TM) has been absolutely-outstanding! For many of our franchisees, these play a decisive role in their ability to remain viable. We will be offering several new products, aimed at offering an even greater level of satisfaction and convenience to our customers, which we are eager to release early in the coming fiscal year!...".
I tried to explain to them that I wasn't as worried about the money for the engagement ring, as much as I was about its consequences! Things bascially worked out in my favor though! : )