I was reading an interesting New Yorker piece about a consumer shift away from loyalty to brand names and towards seeking reviews and other information instead. It got me thinking: if you accept the premise that people don't give much weight to branding any more, how would/does that affect behaviour in the VPS market? Do companies selling a product seek to develop their brand or are they focused more on the product itself or its pricing? Do customers give any weight to brand names or is it really all specs and reviews driving decisions? To me it seems more like somewhere in-between the two extremes. A history of good performance and happy reviewers feeds into my perception of a brand, but value matters enough for me that there are good brands that I don't buy from. It's harder to build a brand based solely on marketing budget but at the same time it's easier to charge more if people know your name. So I suppose my question is: what role do you think brands play in this market?