One of the worst biases, however, and one that affects everyone is marketing bias. Companies with large or well made marketing campaigns or that align with industry marketing campaigns can induce a large amount of bias that is not based on something valuable to the end user. Similarly, market share is an almost valueless and often negative factor (large companies often charge more for equal products – e.g. you “pay for the name”) but can be a strong bias, one often brought to the table by the customer. Customers commonly either directly control this bias by demanding only well marketed, seemingly popular or large vendor promoted recommendations be made or fail to react properly to apparently alternative solutions: both reactions heavily influence what a consultant is willing to recommend. This is known as “no one ever got fired for buying IBM” from the 1980s, and is often an amazingly costly bias and a difficult one to overcome. Of course it applies much more broadly than only to IBM and does not primarily pertain to them today, but the term became famous during IBM’s heyday of IT.