8. The Fourth Postulate: The product of the transaction is holistic

A relevant evaluation of the product in this context demands a holistic definition of ”product” (in contrary to everyday usage, when the word product may mean any quantity, from the physical product only to the complete phenomenon, including all of its metaproduct). The handling of the product, in all models and reasoning, thus has to presume that all descriptions cover literally everything that has any influence on the evaluation of the offer; nothing can exist outside. All ”objective” as well as ”subjective” grounds of evaluation have to be included – the buyer’s personal as well as such following the competition in the market.