Every Dream Has a Cost: The Price of Building or the Price of Watching It Fade Away

Why does every dream have a cost?

Every dream has a cost because achieving anything meaningful requires an exchange. You either pay the price now through effort, sacrifice, discipline and delayed gratification, or you pay later through regret, missed opportunities and wondering what your life could have become if you had started.

Executive Summary

Every dream comes with a price, but most people never stop to ask what that price really is. In this article, you’ll discover why success is rarely about talent and almost always about the choices we make every day.

We’ll explore the hidden costs of opportunity, delayed gratification, discipline, distraction and regret, using real-life examples from business, personal experience and everyday life. You’ll learn practical ways to make better decisions, build stronger habits and understand why some people achieve extraordinary goals while others abandon them long before success arrives.

Whether your ambition is to build a business, become an antique dealer, create a side hustle, improve your health or simply make better use of your time, this article will challenge the way you think about success and help you decide which price is truly worth paying.

The Cost of Regret Is Often Greater Than the Cost of Trying

Imagine yourself forty years from now. Your working life is behind you, your children have grown up, and many of the opportunities you once had have gone forever. There are no more tomorrows to start the business, write the book, learn the skill or chase the dream you kept putting off.

Now ask yourself one question.

What will you regret?

Very few people reach the end of their lives wishing they had watched more television or spent more hours scrolling social media. We rarely regret the things we attempted, even when we failed. Failure teaches us lessons, builds character and often opens doors we never expected.

What stays with people far longer are the things they never attempted.

The business they never started.

The qualification they never studied for.

The book they never wrote.

Even the girl or boy you never asked out. 

The opportunity they let pass because the timing never seemed quite right, or because they convinced themselves there would always be another chance.

Sometimes fear is responsible. Sometimes it is comfort. Sometimes it is simply procrastination. We convince ourselves we will start next week, next month or next year, never realising how quickly the years disappear.

One day, “I’ll do it later” quietly becomes “I wish I had.”

That is the true cost of regret.

It is a debt that can stay with you for the rest of your life.

Every dream has a cost. Starting a business has a cost. Writing a book has a cost. Becoming an expert has a cost. Learning a new skill has a cost. Building wealth has a cost. Creating a better future for yourself and your family has a cost.

The mistake most people make is believing there is a way to achieve those things without paying the price.

There isn’t.

You can pay with discipline. You can pay with sacrifice. You can pay with delayed gratification. You can pay by giving up evenings, weekends and comforts today in exchange for something greater tomorrow.

Or you can choose not to pay that price and instead carry the weight of wondering what your life might have looked like had you simply started.

Neither option is free.

The people who build remarkable businesses, become experts in their field or leave behind something meaningful are not people who somehow escaped paying the price. They simply accepted the cost long before anyone else could see the reward. 

This article is not about working harder than everyone else.

It is about understanding one simple truth that changed the way I look at every decision I make.

Every dream has a cost.

You never avoid paying it.

You only choose whether to pay now through effort or later through regret.

Understanding Opportunity Cost: Every Choice You Make Costs You Something

One of the biggest lessons I ever learned had nothing to do with antiques, business or writing articles. It came from understanding a simple economic principle called opportunity cost.

Opportunity cost is the value of what you give up every time you make a decision.

Most people think a decision only has one outcome. In reality, every decision creates two. There is the thing you chose to do, and there is the thing you chose not to do.

Spend two hours watching a film and the cost is not simply two hours. The real cost is whatever you could have built, learned or achieved during those same two hours.

Spend an evening writing a chapter of your book and the cost is missing that night’s entertainment.

Neither decision is right or wrong. The important thing is recognising that every choice has a price attached to it.

The mistake many people make is believing some choices are free.

They aren’t.

Every hour is spent once. Every evening disappears forever. Every year passes whether we use it well or not.

The question is never whether something will cost you. The real question is what that decision is costing you that you cannot immediately see.

Once you begin looking at life through that lens, your priorities start to change. You stop asking, “What am I doing tonight?” and begin asking, “What am I giving up by choosing this instead of something else?”

That simple shift in thinking changes everything. It forces you to stop looking at what you are gaining in the moment and start looking at what you may be sacrificing in the future.

It is often the first step towards building something meaningful.

How to Find the Time You Think You Don’t Have

One of the most common reasons people give for not chasing a dream is, “I don’t have time.”

Sometimes that is true.

Life can be incredibly demanding. Family commitments, work, caring responsibilities and health can leave very little room for anything else.

However, I also believe many people never stop to honestly examine where their time actually goes.

Years ago, I spoke to someone who told me they wanted to write articles but simply didn’t have the time. As we talked, it became clear they spent several hours most evenings watching television and scrolling through social media.

There is absolutely nothing wrong with relaxing.

There is nothing wrong with watching Netflix.

There is nothing wrong with spending time on Facebook, Instagram or YouTube.

The problem begins when we convince ourselves we have no time, while spending hours each day on activities that bring us temporary entertainment instead of moving us towards the future we say we want.

This is not about judging anyone else.

It is about being honest with yourself.

If you genuinely believe you don’t have time, I would encourage you to do one simple exercise.

Pick up your phone and look at your daily screen time.

Look at how many hours you spend on social media.

Look at how many hours disappear watching television or streaming services each week.

Then ask yourself one honest question.

Could even part of that time have been invested in the dream I keep talking about?

You may discover the answer is no.

Equally, you may discover that the problem was never a lack of time.

It was a lack of priority.

That realisation can be uncomfortable, but it can also be life changing.

If managing your time is something you struggle with, I explored the subject in far greater detail in my article, Time Management: Why Owning Your Day Is the First Step to Owning a Business, where I explain how taking control of your day is often the first step towards taking control of your future.

The truth is simple.

We all have the same twenty four hours.

What separates people is not how much time they have.

It is how they choose to spend it.

Delayed Gratification: Why Most Dreams Fail Before They Ever Have a Chance

One of the hardest prices you will ever pay is delayed gratification.

We live in a world that encourages instant results. We can order food with a tap, stream a film in seconds and have almost anything delivered to our door the next day. It is hardly surprising that many people expect success to work the same way.

It doesn’t.

Most worthwhile achievements require you to invest long before they give you anything in return.

You write articles that nobody reads.

You make videos that hardly anyone watches.

You build a business that makes very little money in the beginning.

You study for qualifications that may take years to complete.

You spend thousands of hours learning a skill before anyone calls you an expert.

That is the price.

The problem is not that people are unwilling to work. Many people will work hard for a few days, a few weeks or even a few months. The real challenge comes when there is no immediate reward.

Nothing seems to be happening. Your friends are relaxing while you are still building. You begin questioning whether the sacrifice is worth it and whether all those hours are actually leading anywhere.

That is the point where most dreams quietly disappear.

Not because they were impossible.

Not because the person lacked ability.

But because they stopped paying the price before the reward had time to arrive.

I have always believed that if you only enjoy the reward, you will eventually give up.

The reward comes occasionally.

The work happens every single day.

That is why I stopped focusing on the finish line and learned to enjoy the process of building instead. Writing another article became rewarding. Improving another page became rewarding. Learning something new became rewarding. Watching the ecosystem grow became rewarding.

Ironically, once you stop depending on immediate results for motivation, you become capable of building something that most people never will.

That is the real power of delayed gratification.

What Delayed Gratification Looked Like in My Own Business

It is easy to talk about delayed gratification as a theory.

Living it is something entirely different.

When I started building Antiques Arena, I had no idea whether it would ever succeed. There were no guarantees that Google would rank my articles, YouTube would recommend my videos or that anyone would ever pay to join my Academy.

All I knew was that if I wanted to build something worthwhile, I had to accept the cost.

The cost was never measured in money.

It was measured in time.

It was measured in sacrifice.

It was measured in the moments I chose to give up.

For more than six years I have worked on this business almost every single day. Sixteen-hour days became normal. Weekends became no different from weekdays. Christmas often became another day at the computer, and while many people celebrated New Year’s Eve, I was usually still working long after midnight.

The cost was saying no to countless distractions because I had already said yes to building something bigger.

The cost was continuing to build when there was very little financial reward for the thousands of hours I had invested.

The cost was trusting that one day all those small improvements would eventually become something far greater than the individual tasks themselves.

Part of that investment was building something I actually owned. It would have been far easier to rely entirely on social media or marketplaces where someone else controlled the rules. Instead, I accepted the extra work of building my own website, Academy and ecosystem. That decision demanded thousands of additional hours, but it also reduced a different kind of risk.

Businesses built entirely on rented ground are always one policy change, one algorithm update or one account closure away from having the rules rewritten overnight. Owning the ground beneath your feet has a cost, but so does relying on someone else’s.

Once again, every dream has a cost. I simply chose to pay mine upfront.

Most people only ever see the finished website.

They see the hundreds of educational articles, thousands of products, books, the Academy, the five pillars and the ecosystem that exists today.

What they never see is the price that was paid before any of it existed.

They don’t see the thousands of hours spent writing articles.

They don’t see the thousands of product descriptions that were rewritten.

They don’t see the countless hours researching, photographing, filming and learning.

They don’t see the one hundred thousand images individually optimised or the more than one thousand educational videos created over the years.

None of those things happened because of one burst of motivation.

They happened because I kept paying the price long after the excitement had disappeared.

That is what delayed gratification looked like in my own business.

The ecosystem people see today is not the reward.

It is the result of paying the cost, one decision, one article and one day at a time, for more than six years.

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Dedication, Distraction and the Cost of Saying No

There is another cost that people rarely talk about.

The cost of saying no.

People often think discipline means forcing yourself to work harder.

I don’t see it that way.

To me, discipline is simply making a commitment to your dream and then repeatedly choosing it over everything else that competes for your attention.

Every day life presents us with distractions.

Some are obvious.

Some are incredibly attractive.

Sometimes they are opportunities that look easier, quicker or more exciting than the path you are already on.

I have always thought of them as the woman in the red dress from The Matrix.

She represents every distraction that tries to pull your eyes away from where you are going.

The cost of discipline is saying no, even when the alternative looks tempting.

Over the years I have had plenty of opportunities to change direction.

Some may even have made more money in the short term.

Others might have been easier.

But every time you change direction, you pay another price.

You lose momentum.

You lose focus.

You move further away from the thing you originally wanted to build.

That doesn’t mean you should never adapt or change your plans.

Businesses evolve and opportunities appear.

However, there is a huge difference between making a considered decision and constantly chasing the next exciting idea.

One builds momentum.

The other destroys it.

I accepted that by staying committed to Antiques Arena I would probably miss other opportunities along the way.

That was the price.

But I also knew that if I kept abandoning my path every time something new appeared, the greatest cost of all would be watching my original dream slowly disappear.

Sometimes the hardest decision is not choosing what to do.

It is choosing what you are willing to ignore.

Make Your Dream Bigger Than What You Are Giving Up

Reading this article, you might think I have mastered discipline.

I haven’t.

I have simply learned where I am willing to pay the price, and where I still struggle.

For most of my adult life I have battled with my weight. I have been a yo-yo dieter for years. I know exactly what I should be eating, and I know exactly what I shouldn’t.

Yet there are still times when I pick up a chocolate bar.

The crazy thing is, I already know the cost before I even take the first bite.

For a few minutes I enjoy the instant gratification.

Then comes the regret.

Looking in the mirror.

Feeling overweight.

Feeling disappointed in myself because I knew better and still chose the easy option.

The strange thing is, I do it anyway.

That taught me something important.

Knowledge is rarely the problem. The battle is almost always between what we want right now and what we want most.

When I built Antiques Arena, the dream became bigger than the sacrifices. It became bigger than missing social events, bigger than missing New Year’s Eve celebrations, bigger than weekends and bigger than sixteen-hour working days.

The vision was worth more than the things I was giving up.

My weight has always been different.

Too often, the chocolate bar has been worth more to me in that moment than the person I wanted to become.

That is the real lesson.

If your dream is smaller than the temptation standing in front of you, the temptation will usually win.

If your dream becomes bigger than what you are giving up, discipline becomes much easier.

The temptations never disappear.

You simply stop valuing them more than the future you are trying to build.

Make Discipline Easier by Improving Your Options

There is one more lesson I have learned over the years.

Don’t rely on willpower if you can improve your environment instead.

People often think discipline is about being mentally stronger, but sometimes it is simply about making the wrong decision slightly more difficult and the right decision slightly easier.

If social media constantly distracts you while you are trying to work, don’t leave your phone on the desk beside you.

Put it in another room.

If you find yourself switching the television on every evening instead of working towards your dream, put the remote upstairs or somewhere you have to physically get up and walk to retrieve it.

It might sound ridiculous.

Surely walking upstairs cannot make that much difference.

In reality, small amounts of friction often create surprisingly big changes in behaviour.

The easier something is to do, the more likely we are to do it without thinking.

The harder it becomes, even by a tiny amount, the more likely we are to stop and ask ourselves whether we really want to do it.

The opposite is true as well.

If reading is part of your goal, leave a book on the coffee table instead of hiding it on a shelf.

If writing is important, leave your notebook open where you will see it every day.

If you want to exercise, leave your trainers by the front door.

Small habits create big results over time.

Success is rarely built through one huge decision.

It is usually built by making hundreds of good decisions just a little easier than the bad ones.

Sometimes improving your discipline has nothing to do with becoming stronger.

Sometimes it is simply about becoming smarter.

The Price We Refuse to Pay

I once had a conversation with a friend who was struggling financially.

They told me they dreamed of starting a small reselling business, hoping it would improve their situation. Naturally, I wanted to help, so I sat down with them and explained exactly what I would do if I were in their position.

The first thing I suggested was simple.

Look around your own home.

Most of us own things we no longer use, no longer enjoy or have completely forgotten about. Selling some of those items would provide the first bit of capital needed to start buying stock to resell.

To me, it seemed like the obvious first step.

Their reaction surprised me.

They became frustrated and asked why they should have to sell their own belongings just to survive in the world.

I completely understood what they meant.

Nobody wants to feel forced into selling their own possessions. We are still good friends today, and I have absolutely no criticism of the decision they made.

What that conversation taught me, however, was something much bigger.

Whenever I face a problem, I instinctively ask myself one question.

What price am I willing to pay to solve it?

My friend looked at exactly the same situation through a completely different lens.

To them, the cost of letting go of their possessions was greater than the dream of building the business.

Neither of us was right.

Neither of us was wrong.

We simply placed a different value on the cost.

That is a lesson I have carried with me ever since.

Sometimes the obstacle is not a lack of opportunity.

Sometimes it is not a lack of knowledge.

Sometimes the only thing standing between where we are and where we want to be is that the price of moving forward feels greater than the dream itself.

That is why some people remain exactly where they are.

Not because there was no way forward.

But because the cost of moving forward felt too high at the time.

I’ve spent 30 years making the hard mistakes so you don’t have to, and I’ve documented everything in two honest, practical guides built from real-world experience:

• Everything I Know: The Ultimate Reseller Guide
  A complete blueprint for turning antiques into real income, whether you’re just starting out or looking to scale.
• Gold and Silver on a Budget
  A practical guide to collecting precious metals affordably, zero hype, all strategy.

Why Most People Never Build Anything Extraordinary

I do not believe most people fail because they lack intelligence, talent or ability.

I believe they fail because they underestimate the true cost of the dream.

Everyone falls in love with the finished picture. They imagine the successful business, the published book, the fit body, the beautiful home or becoming an expert in their chosen field.

Very few people stop to imagine what it actually takes to get there.

They don’t picture the years of work that nobody notices. They don’t picture the failures, the setbacks or the evenings spent working while everyone else is relaxing. They don’t picture the weekends invested instead of enjoyed or the years spent building something before it produces any meaningful return.

Most people dream about success.

Very few think about the bill that arrives first.

That is why so many dreams quietly disappear. Not because they were impossible and not because the person wasn’t capable. They disappear because the reality of the price was far greater than the person expected to pay.

The people who eventually build something extraordinary are rarely the most gifted.

More often, they are simply the people who accepted the cost long before they ever saw the reward. They understood that success was never hiding behind one big decision. It was hiding behind thousands of small ones.

One more article.

One more chapter.

One more workout.

One more evening studying.

One more day refusing to quit.

That is how extraordinary things are built.

Not through one heroic effort, but through ordinary decisions repeated consistently over many years.

The irony is that when people finally see something extraordinary, they admire the result. They admire the successful business, the fit body, the expert or the beautiful website.

Very few ever stop to admire the price that was quietly paid to make it possible.

Why I Learned to Love the Work Instead of the Reward

People often ask me how I managed to keep working sixteen-hour days for years without burning out or giving up.

The answer usually surprises them.

I stopped chasing the reward.

That might sound strange in a world where everyone is told to focus on the goal. We are encouraged to imagine success, wealth, recognition and the finished result. We spend so much time looking at the destination that we forget we have to live the journey first.

I realised very early that if I only enjoyed the reward, I would eventually quit.

The reward doesn’t happen every day.

The work does.

So I changed the way I thought.

Instead of waiting for success to make me happy, I learned to take pride in building. Publishing another article became something to be proud of. Improving another product description became something to be proud of. Adding another page to the website became something to be proud of.

Watching the ecosystem grow, one piece at a time, became something to be proud of.

Whether an article ranked well or not almost stopped mattering. Whether a video went viral became less important. The work itself became the achievement.

I never ask myself whether I got a result from Google today.

I ask myself a much simpler question.

Did I do enough today?

If the answer is yes, I know I have moved one step closer to where I want to be, whether I can see the reward yet or not.

Every day I could look back and honestly say the website was stronger than it had been yesterday.

That was enough.

Ironically, I believe that is one of the biggest reasons I never stopped.

When you fall in love with the process instead of the reward, you no longer need constant results to keep going. The progress becomes the reward. The building becomes the reward. The pride in creating something worthwhile becomes the reward.

That is a far more reliable source of motivation than money, views or recognition because nobody can take it away from you.

Every day you build, you win.

The Cost Is Yours to Choose

If there is one lesson I hope you take away from this article, it is that every dream has a cost. It doesn’t matter whether your dream is to build a business, write a book, lose weight, become an antique dealer or simply create a better life for yourself and your family. The price is always there.

The only thing that changes is what you are willing to exchange for it.

Some people are prepared to sacrifice evenings, weekends and years of hard work because the dream means more to them than the things they are giving up. Others decide that the price is simply too high, and there is nothing wrong with that. Every one of us has different priorities, different responsibilities and different dreams.

What matters is that we are honest with ourselves.

Don’t tell yourself you never had time if you chose to spend it elsewhere.

Don’t tell yourself you never had the opportunity if you refused to pay the price that opportunity demanded.

Don’t reach old age believing life was unfair if, deep down, you know you never truly committed to the thing you said you wanted.

If your dream is to become an antique dealer, build a side hustle or simply gain the confidence to buy and sell antiques, then start investing in yourself today. That is the reason I built Antiques Arena and the Antiques Arena Media Education Hub. They exist to help people learn faster, avoid expensive mistakes and reduce the future cost of regret through education and experience.

As I sit here writing this article, I honestly couldn’t tell you what Google has done with my website today. I don’t know how many people have read this page and I don’t know whether it will rank tomorrow, next week or next year.

What I do know is that I showed up today.

I built something today.

I moved one step closer to the future I want today.

That is all I have ever asked of myself.

Now I will ask you the same question I asked at the beginning of this article.

Forty years from now, when you look back over your life, what will you regret?

Because one day your life will become the sum of the choices you made, the opportunities you took, the sacrifices you accepted and the prices you were willing to pay.

The cost is coming either way.

The only thing left to decide is which one you are prepared to live with.

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Further Reading

If you found this article helpful, these related guides explore many of the same principles from different perspectives.

• Time Management: Why Owning Your Day Is the First Step to Owning a Business
  Learn why controlling your time is one of the most valuable business skills you can develop and how daily habits shape long-term success.
  https://antiquesarena.com/time-management-why-owning-your-day-is-the-first-step-to-owning-a-business/
• The Reality Of Building And Running Your Own Website: Platform Freedom Comes At A Cost
  Discover the hidden work, sacrifices and long-term rewards involved in building a business on a platform you own rather than relying entirely on third-party marketplaces or social media.
  https://antiquesarena.com/reality-building-running-own-website-platform-freedom/
• People Buy From People: Why Showing Your Face Online Still Matters
  Explore why trust, personal branding and creating long-term content assets are often worth far more than chasing short-term views or viral moments.
  https://antiquesarena.com/people-buy-from-people-showing-your-face-online-still-matters/
• The Crippling Loneliness of the Long Drives Home After a Bad Day
  An honest reflection on the emotional realities of self-employment, resilience and the psychological cost of building your own path.
  https://antiquesarena.com/crippling-loneliness-long-drives-home-after-bad-day/
• The Confidence Trap? Antique Dealer Confidence Quiz
  Test your own decision-making and discover how confidence can become both one of your greatest strengths and one of your biggest weaknesses when building expertise.
  https://antiquesarena.com/confidence-trap-antique-dealer-confidence-quiz/

Written by Walter O’Neill

Walter O’Neill is the founder of AntiquesArena.com, a specialist antiques and collectibles website dedicated to identifying, valuing, and understanding antiques from around the world. With decades of hands-on experience buying, selling, and researching antiques, Walter shares practical knowledge drawn from real-world expertise rather than theory alone. His articles are written to help collectors, dealers, and enthusiasts make informed decisions, avoid common pitfalls, and better appreciate the history behind the objects they own.

Curious About What We Offer?

If you’ve enjoyed this article and want to explore the kind of items I source, research, and sell, you’re very welcome to take a look around the shop.

Each piece is hand-selected based on quality, value, and authenticity. No bulk buying, no guesswork, just decades of experience.

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Antiques, collectibles, and hard-to-find pieces are properly listed and honestly described.

Frequently Asked Questions

Why does every dream have a cost?

Every dream has a cost because achieving anything worthwhile requires an exchange. You either invest time, effort, sacrifice and discipline today, or you pay later through regret, missed opportunities and unrealised potential.

What is the biggest reason people give up on their dreams?

Most people give up because they underestimate how long success takes. They expect quick results, but meaningful achievements usually require months or years of consistent effort before the rewards become visible.

What is delayed gratification and why is it important?

Delayed gratification is the ability to sacrifice immediate pleasure for a greater future reward. It is important because almost every worthwhile goal, whether building a business, improving your health or learning a skill, requires sustained effort before success arrives.

How can I become more disciplined?

The easiest way to become more disciplined is to make good decisions easier and bad decisions harder. Remove distractions, improve your environment and build habits that support your goals instead of relying solely on willpower.

How do I stop procrastinating and start working on my goals?

Start by taking one small action today instead of waiting for motivation. Breaking a large goal into manageable daily tasks makes progress feel achievable and reduces the temptation to keep putting things off.

What is opportunity cost in simple terms?

Opportunity cost is the value of what you give up when you choose one option over another. Every decision has an opportunity cost because choosing one activity means giving up the chance to spend that time doing something else.

Why do successful people sacrifice so much?

Successful people often accept short-term sacrifices because they believe their long-term goal is worth more than the comfort they are giving up today. They understand that every achievement requires an investment before it produces a return.

Can small daily habits really change your life?

Yes. Small daily habits repeated consistently over months and years often produce remarkable results. Reading for twenty minutes a day, writing one page each evening or learning one new skill every week can completely transform your future over time.

How do I stay motivated when I am not seeing results?

Instead of measuring success by external results, measure it by your daily effort. Ask yourself whether you did enough today to move one step closer to your goal. Focusing on consistent action makes motivation far easier to maintain.

Is it ever too late to follow your dream?

It is rarely too late to begin, but every year spent waiting increases the cost of regret. Starting today gives you more opportunities than waiting for the perfect moment, because perfect timing rarely exists.

Why do some people achieve extraordinary success while others don’t?

People who achieve extraordinary success are not always the most talented. They are often the ones who consistently pay the price through discipline, persistence and delayed gratification long after others have given up.

How can I make my dream stronger than my distractions?

Give your dream a clear purpose and remind yourself why it matters. When your long-term vision becomes more valuable than short-term pleasures such as television, social media or procrastination, making disciplined decisions becomes much easier.

Why is building something you own better than relying on social media?

Building assets you own, such as a website, business or email list, gives you greater long-term control. Social media platforms are valuable tools, but they operate under rules you cannot control, while assets you own remain under your direction.

How do I know if I am making progress towards my goals?

Progress is not measured only by results. It is measured by consistent action. If you are learning, improving, creating and moving forward every day, you are making progress even if the rewards have not yet appeared.

What is the real cost of doing nothing?

Doing nothing may feel comfortable today, but its true cost is often paid years later through regret, missed opportunities and wondering what might have been. In many cases, the cost of never trying is greater than the cost of failing.

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