He says the challenge is to bring down the cost of manufacturing it.

NPR: Canadian Dreams of Ethanol Distilled from Grass

In a marketplace that has become exponentially competitive, in which there has been an erosion of key American values, and in which keeping up with the ongoing revolution in information technology is a mere cost of entry, building brands is, well, to put it mildly, a challenge.

FORBES: Thomas Friedman On What's Required To Rebuild A Once Strong Brand

The firm, warning of the "considerable cost" involved in an ongoing legal challenge to European Union tobacco controls, said it had, with Philip Morris and Japan Tobacco, drawn up a set of cigarette marketing standards "in recognition of society's concerns".

BBC: Tequila graphic

It became harder for small banks to challenge big banks, because regulations disproportionately increased small banks' cost - which is partly why there is lamentably inadequate competition in banking today (many would say).

BBC: If banks are treated as naughty kids...

The challenge now is not to retract universal care: it is to moderate health care's cost and then pay that cost in the least economically damaging ways.

CNN: A GOP Contract with America for 2010