its price. its always price. If a good quality tire is not requested by the customer then its price. Now some will buy a higher quality tire with better service if its "close" in price, maybe 5% or so, but you have to remember, tire dealers make money by selling them at a markup so the lower the cost the better the markup. so, in a nutshell, you can believe whatever you want but at the end of the day its all price. always will be. email me, I wanna ask you some questions! ryanwaltman AT rocketmail DOT com