"Wowser!, 100% of the school (500 students) when surveyed said they would be 'willing' to pay $1000 to meet me for coffee. I'm truly flattered. In other words, the quantity demanded of 'coffee meets with me', at a price of $1000 would be 500 right?"
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"Wrong!!! Being willing to buy a coffee is not enough. Unless customers can back that willingness with purchasing power, the coffee shop has no reason to order more coffee beans, hire more staff, or brew more coffee. Only willingness backed by the ability to pay is called effective demand."
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