Oh, they’re all 4 good

Customers put you into 1 of these 4:

Essential (to live, or to feel happier)

A treat (when you feel you deserve it)

Optional (can always take it or leave it)

Sure, definitely, but not right now

There’s nothing wrong with any category.

But thinking you’re in one category, when you’re in another, can get pretty frustrating (and expensive).