Geraldo, a Marketing Manager at a large technology firm, prides himself on his intuitive consumer insights for his business. Usually, Geraldo does not believe in the scientific study of Consumer Behavior and believes that a common-sense understanding of consumers can serve a marketing professional well. Because, as Geraldo likes to say, "We are all consumers." Recently, Geraldo realized that his intuition about a specific segment of consumers was wrong and inaccurate. Based on what you've learned in class, in your opinion, specifically, Geraldo was wrong about this consumer behavior segment because: