People don't buy products or product attributes.  People buy:

Freedom from fear.

Freedom from hassle.

Freedom from boredom.

Feeling of self-worth.

Esteem from others.

Hope.

Pleasure.

Peace-of-mind.

Affection.

Family togetherness.

Recognition.

In 2011, it's not about pushing a product, it's about becoming a better salesman.

*Courtesy of Wally Ambruster - a salesman.