I think they're super-motivated. ... They're not afraid to pay top dollar to get customers in.

He's never been afraid to pay and keep a top producer.

It's not even a fraction of a percent. The dollar amount is insignificant.

Why pay a dollar for a bookmark? Why not use the dollar for a bookmark?

We have certainly not been asking for top dollar in the industry, ... We've been asking to be brought up in the industry average.

He who is afraid of every nettle should not piss in the grass