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"due to the company being there for long people have been able to trust it" has a significant impact, so an analyst should put more weight into it. "due to the company being there for long people have been able to trust it" will have a long-term positive impact on the this entity, which adds to its value. "due to the company being there for long people have been able to trust it" is a difficult qualitative factor to defend, so competing institutions will have an easy time overcoming it.