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@Velocio
To have it last forever (in bike years).
Quality I don't mind paying for, and in things like Chris King headsets the quality is there.
It's paying for what Jos correctly describes as a stamp that does nothing except state that all NJS stamped items do not give the rider an advantage over other riders of NJS stamped items.
I won't pay more for something that is actually stamped "All these things are equal", but for a perceivable or provable difference in quality... yeah, bring it on and when I purchase I'll stretch my purse strings.