Markets used to consist of a broad range of offerings ranging from the cheap and basic to luxury and expensive. Not any more. As people have become richer and technology has become cheaper, markets have started to polarise between the top and bottom segments. In other words the middle market has all but disappeared, with people either trading up to quality or luxury products or happily accepting high quality basic (value driven) products. In other words, metaphorically speaking, everyone is either flying with a low-cost airline or upgrading to business class.