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I am old enough to remember when buying a car tire was about as scientific as betting on a horse. Your chances of winning were just about as good if you selected a horse based on a cute name, a lucky number, or a pretty color the jockey was wearing. Before the federal law mandating the Speed Rating, Load Index & Service Descriptions, you were at the mercy of tire salesmen and market advertising. Back in that era, you might have been led to believe that there was some correlation between sporty white lettering on the tire and performance. There was no practical way to determine what manufacturer made the best tire except by reputation and recommendation of the tire dealer.

I am in the market for new wall-to-wall carpet for my home. This sounds simple enough. You decide on a color and style and make a purchase based on your budget. Nothing could be further from the truth.

I am the type of person who reads Consumer Reports and other similar review publications and buys accordingly. I won't pay more for something because of a designer label or snob appeal. I will spend more for something; let's say a car tire, if the performance and wear justifies the expense. In our family we strive to make thoughtful informed decisions, especially regarding large $$ purchases.

Unfortunately, unlike just about any other purchase one can make in this civilized world, the carpet industry has effectively established a marketing culture making if almost impossible to determine general values of quality and pricing. This culture of imposed confusion is embraced by all the companies that make carpet. This is exacerbated by the fact that fiber selections are not directly related to actual rug construction. You can choose a great fiber and good luck finding out what company actually made the carpet out of that fabric. Further, each carpet manufacturer has their own cute criteria/system for determining wear ability, stain resistance, static protection, etc. Lastly, the industry refuses to use the same terms from one manufacturer to another.

One company uses a term "Softbac" for a flexible carpet backing, while others call it "Action Back" or "OPTIBACK." Density, weight, and other determining factors should be quantifiable absolutes but become abstract and nebulous in the way the industry presents this information.

Buying carpet is not fun. It is easier to buy a used car in terms of decision-making.

My family is willing to pay more for a product if it can demonstrate cost effectiveness albeit; there is no way of effectively researching carpets in order to make an informed decision.

I have spent more time than I care to admit trying to find reliable data and some common denominators in the carpet industry. The carpet moguls have won. I am at the mercy of my carpet salesperson and the industry marketing hype.

Let's take this issue on as a challenge; a "call to arms" of sorts. If there ever was a business crying out to be regulated, it is the carpet industry. Please, write your elected officials.

Learn more about this author, Dr. Alex Cullison.
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