In the absence of knowledge, the lowest price will win every time.
This unfortunate truth really isn't good for the lighting industry. It relies on consumer education, yet not enough of that is out there.

The days of waiting for a customer to stumble into the showroom before engaging them are over.  My hope is that "The Light Show" will help educate and encourage consumers to feel more comfortable about visiting their local lighting showrooms for the widest selection of lighting options.