The image we’re trying to avoid

Look, I hate to say this because it sounds unkind but it’s just a fact. Old people are not an attractive demographic. Most of them are on fixed incomes and don’t like to spend money. Think about it. Of all the people you’ve ever known who had basic cable, or no cable at all, or who have a cell phone but “only for emergencies,” or who still watch movies on a VCR instead of a DVD player, how many were elderly? Close to 100% right? Old people, it’s not that we don’t want you as customers. But we don’t.