Affordability thresholds function as hard stops, not soft brakes. When a product crosses the price line where it no longer competes against alternatives in someone's actual decision calculus, that market segment doesn't just pause—it recalibrates its expectations downward and often doesn't return.
2
Peter Chan's refusal of AI-generated content reveals the same mechanism at work in filmmaking: creators who hold ground at a constraint point (refusing the shortcut, defending the two-hour feature form) are betting that audiences will follow them there rather than drift toward cheaper, vertical alternatives. The risk is real. The Samsung or LG buyer might never buy another PC at the old price point; the viewer might prefer TikTok drama to theater.
3
Industries that depend on volume at a stable price point are most vulnerable to this rewiring. Once the price crosses the threshold where the average buyer's decision tree changes—PC to tablet, feature film to short-form, hardware upgrade to extended device life—the old market segment doesn't wait for prices to fall again. It has already adapted.
W70
The Signal
When cost rewires choice
Observation
Price hikes don't just slow sales. They reshape who stays.
A 20 percent collapse in PC shipments isn't about people postponing purchases. It's about the moment when the math changes enough that entire segments stop trying. RAM prices spike, the device costs more than the value proposition supports, and the buyer walks away permanently. This isn't cyclical demand. This is a threshold crossed.