Ask a millennial who has just bought a car, “How much did you pay for it?” and the typical answer would be something like, “about $300 a month.” The same scenario will play out with other purchases such as a home, an expensive computer and virtually any other big-ticket consumer purchase. There is nothing wrong with putting the monthly cost (access) of a product ahead of the final price (ownership), because, in the mind of today’s consumers, ownership is increasingly the exception to the rule.