You Get What You Pay For

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The phrase, You get what you pay for, is normally used in regards to the consumer and the quality of the item they are purchasing. It infers that to get quality you must pay a higher cost for it, but the idea of free media releases like O'Reilly's book about ibooks author throws a slight wrinkle into this line of thinking. If the phrase is turned around and concentrated toward the producer or manufacturer instead of the consumer, how does its meaning change? In this case, O'Reilly certainly is paying for something.