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I guess some elaboration is needed on that quote (since I wrote it..) You may "usually" know what you buy, but you don't know if it will work. You assume it will work (from previous experience, other people's experience, and so on) but it may not. This is the case for any product. In this case - we know what we are going to buy (the right to post on discussion boards) but we don't know if it will "work" (will there be discussion boards left?) Unlike buying things like consumer goods, where there is normally a history with the product, here there is none. Hence, the added risk.

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