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Even if you do not think about this consciously, your users will decide what your 'position' is.
For example, if the user has the choice of using an external information broker who is expensive but very fast and slick, and an internal service which is slower, 'free' and more informal,
the former may be perceived as the 'elite' service. Whether you wanted to or not, you will have positioned your service as the 'budget' one,
with both positive and negative associations.
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