[oldE]

Mike,
There is a big difference in purchasing rational between people who actually use the goods/parts and those who authorize payment. In a small firm, this might be the same person. In a larger firm, there is a separation and the accountants 'win', for a while. Then the scenario of the 1/4 life/price bearings rears its ugly head.
The people who use and service machines will almost always value durability and ease of use. The bean counters just see the invoice and hear somebody tell them,"I can get those for you a lot cheaper."
Selling the product to firms at different points on the "use it-pay for it scale" requires utilizing different aspects of the product benefit profile.
Les