Overheard a guy at the lumber yard say plywood skins don't matter

I was picking up Baltic birch in Denver and this older trim carpenter told a newbie that the face grade is all hype, you just need flat cores. I've spent 15 years charging extra for A1 faces on visible shelving and that comment made me rethink my whole pricing structure. Is anyone else seeing customers actually care about the veneer quality or are we all just selling them on something they'll never notice?

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