"We take soil for granted, but we need to pay more attention to it, " she says.

BBC: Antarctic nematodes and climate change

We would just need to pay more from our taxes but we'd be paying zero for private health insurance.

FORBES: Ana Malinow, M.D.

Customers might pay a lot more, but "We're eager to provide the value--that's the positioning, " says owner Andre Balazs.

FORBES: Cheap Chic

And why are we not reaching people who'd not only better appreciate what we have to offer, but even be willing to pay more?

FORBES: What Does It Take To Start A Hotel?

The cost of living is not going down, but the money we make is getting less and we have to pay more for services.

CNN: Greeks pushed to work more to pay debt

The approach they do support is one that asks everyone to pay their fair share, that includes asking the wealthiest Americans to pay a little bit more, but that also demands that we all contribute and that our government perform efficiently and effectively.

WHITEHOUSE: Press Briefing by Press Secretary Jay Carney,

But they still had to pay more, much more, to stabilise their banking system than we did.

FORBES: Germany's Banking Crash Was Worse Than Britain's

But we don't just shift those costs on to seniors and ask them to pay thousands of dollars more.

WHITEHOUSE: Remarks by the President in Golden, CO

We'll cut out spending we don't need, but I'm also going to ask the wealthiest to pay a little bit more in taxes, including me -- (applause) -- so we can invest in research and technology, and provide young people with the support they need for their college educations.

WHITEHOUSE: Remarks by the President at a Campaign Event -- Las Vegas, NV