My wife has a perfume business. She makes really high quality extrait de parfums [1] with expensive materials and great formulations. But the market is flooded with eau de parfums -- which are far more diluted than a extrait -- using cheaper ingredients, selling for about the same price. We've had so many conversations about whether she should dilute everything like the other companies do, but you lose so much of the beauty of the fragrance when you do that. She really doesn't want to go the route of mediocrity, but that does seem to be what the market demands.