Anytime you pay for a product, service or experience you expect a few things. You expect it to have a value commiserate with its cost to you. Cognitive dissonance, or buyers remorse happens when you don't. You expect them to be happy to provide you with this service, you are generating revenue for them after all, and you expect them to tell you a truth. Stephen Colbert has a word, truthiness that means something has the air of the truth about it. In a world where Google is a verb and internet slang enters into revered dictionaries as valid I think we have room in our lives for a bit of truthiness, we should. Unfortunately, not every company follows these principals and when this happens, we see the true death of transparency in the marketplace.