This month's column was written by Jonathan Smith, business development manager at eTransX.

Perhaps you're familiar with FUD- not the "wabbit"-huntin' Elmer Fudd - but fear, uncertainty and doubt, the classic marketing strategy created and employed by top-tier vendors in effort to convince decision-makers that less costly solutions must be inferior. Surely there's a manual somewhere in big business that explains this practice in depth, but for the purposes of this column, consider the following:

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