as a merchant/business owner, you should never take a consumer's opinion about how a product or service should be, or what they might want in the future, too seriously. consider their opinions with a grain of salt. focus instead on their actual behavior. this is the most important indicator of whether a product or service fits into the market or if there are inefficiencies that need improvement.

the more a product or service is tied to the consumer's perception of themselves, their aspirational social or economic status, and career preservation, the more likely they are to steer you in the wrong direction. this isn't necessarily out of malicious intent; it's often just human nature.