BNet is one of my favorite online joints.
My views on the topic are:
Everyone acknowledges the role of subjective factors in our decisions. Even financial investments are now linked to behavioral factors. Of, course a great value proposition matters. It is a basic requirement. If you do not give me a good value for my money, I will not look at you – even if you are my good pal or neighbor. However, if my basic considerations are met, I would prefer to deal with a known person. After all, its all about relationships. Sales is a quarter to quarter reality, but relationships help us survive our decades!