Consider the fact that working-class people are standing in long lines for the latest greatest $1000 smartphone. New = Better in many of your patients’ eyes. Ignore this reality at your peril. Yet the flip side of that coin is it creates an opportunity for gimmicky ineffective yet EXPENSIVE technology to be brought into the practice. Never before has it been more critical to EVALUATE your technology with laser precision. Get the right stuff and your patients are thrilled and engaged and happy to pay for your services. Get the wrong stuff and you just needlessly empty your bank account.