"Our position is that business owners should determine their own policies, based on customer preferences," she said.

Responding to customer preferences - people expect to be able to pay by card.

For example, sales might slump due to economic conditions, changes in customer preferences, production bottlenecks, etc.

This includes disruption to supply chains, higher operating costs and changes in customer preferences.

As an argument, customer preference is so discredited that the Supreme Court has never been required to address it.

And computer makers have catered to that customer preference by making Windows a de facto standard.

We leave it up to customer preference.

"We have evolved our concepts to customer preference and liability concerns," he said.

Once you get into markets for people 35 and older, customer preferences become firmly established and difficult to change.

Corporations and advertisers are turning to brain-imaging technologies as a way of learning customer preferences.