In light of this shift, some businesses may view their own customers as competition, reusing what they already have and sharing with each other instead of making a new purchase. In spite of this belief, customers are still concerned about a product’s quality and required maintenance costs. Since goods are likely to be reused more often through subsequent trading in a share economy, a longer product life is becoming more attractive to potential buyers. This creates an incentive for producers to make more durable goods, which builds brand esteem—and sales.