The word 'medium' can often suggest an element of compromise, whether that be 'taking the middle course' in a discussion, or asking for a just-cooked-through steak. When it comes to the purchase of goods or services, the compromise is usually seen as cost-driven. Most of us would choose to buy top-of-the-range -a car, a dishwasher or a first-class travel ticket - but financial considerations or constraints usually govern our final selection.
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