If Johnny has 10 apples, and 20 people want apples, how low will the price of Johnnys apples go?

It's an apples and oranges comparison.

This will always result in conflict and uncertainty, because were measuring apples too hand-grenades. 

We are interviewing a company called Urban Apple, a smaller company in Chicago.  

I have done this many times and use a thin magnet and just lay it over the face of the metal vent. 

I'd try to get an idea of typical response times from those who would be responding to my needs--at different times of the year (Does Y always go on 2 weeks vacation in September, creating a backlog of work that holds up quarterlies--how do they handle maternity leave, etc...).Things such as above, in addition to specifics of your businesses.I would also ask them to draw up an apples to apples mock yearly cost for gross services, and discuss audit costs and audit payment plans, as well as where they fall on aggressiveness of tax write offs, from conservative to potentially dodgy, and make sure that fits your risk profile.Everyone will have different opinions about what is important to them, and in person visits might help clear the muddy waters a bit: https://www.youtube.com/watch?

But – I would seek to reduce any anxiety about the quality or reputation of the company.I think what often happens here is that sometimes we accidentally don’t compare apples to apples.

Doesn't work with Apple IOS. 

Also restaurants and hotels all each have their own arguments to wage but it's apples to oranges.

Previous comment....PS companies with ZERO DEBT: American Express, Apple, Citrix Systems, Amazon, Bed, Bath & Beyond, TRowe Price, Red Hat, AutoDesk, and MasterCard.Pretty interesting that TWO major companies thats entire philosophy is marketing the use of debt as a tool are debt free (AMEX & Mastercard)...My comment..Fyi- I did a quick look at Amex's financials and their 12/31/14 balance sheet is showing $138 billion of liabilities.