Rather than the 500 outlets and $50 million in sales it expected by the end of last year, it has opened only a handful of stores, providing strong evidence that environmental benefits matter only after customers are satisfied about cost, quality and convenience.

Are you clear about which benefits and side effects matter most to you?

Even if more symbolic than actual, the benefits of the alliance mattered greatly to Scotland.

This will be valuable, and not just to prevent misrepresentation of an author's position; indirect benefits may matter more.