Wall Street Journal reported that IBM "has agreed to manufacture personal computers for a large mail-order firm [Inmac Corp.] that will compete against IBM's own product line" and "rather than carry the IBM label, the new machines will be sold under the name Inmac Insignia." On October 15 of that same year the WSJ reported the results of a survey of computer buyers which revealed that the buyers were, on average, willing to pay a premium of $295 for an IBM computer. Reconcile the fact that buyers are willing to pay more for IBMs with the fact that IBM is willing to sell its computers under the name of the Inmac Corp.