[bkholdem]

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People are being sold an insurance policy on getting attacked. Usually, they're not gonna get attacked, and they're think "oh my training is GREAT!" and no harm will be done to them. Similarly, usually your house won't be destroyed in a hurricane, and in that case, I'm not really harming you am I?


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There probably isnt a market for hard core martial arts courses because people in these areas arent constantly being attack by super ninjas on their way home from work.

The average joe is provided much more protection from random crime just by the fact that they drive everywhere and dont spend their free time around a bunch drunken hooligans. So its much more likely that these people prefer a form of exercise that is provided by a light form of martial arts. Martial arts as a sport can used as a fun past time without the expectation that you are going to use it to protect yourself double dragon style.

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There are potentially other factors at play as well. OP stated that a person who was not in good shape would proably not like the judo classes so it is not fair to assess that the physical contact in the judo class is a +EV experience for everyone and a lot of people are not willing to pay the price, considering the pain and suffering a 'necessary evil'.

There is also status. Some people are happy having more expensive goods and services even if they are not getting comprable value. They get it from paying more or for having a unique good or service.

Additionally, people value the illusion of safety. Participating in martial arts training provides this. People who want real personal safety take judo, boxing, or glock-fu. All of these have addition drawbacks (in some people's view, in others view they are benefits) that a fluff martial arts class does not have.