Those who wince at southern piety can always move north.
These more modest outfits wince at the criticism their flashier brethren are attracting.
This may sound absurd to people who wince at Numbers and equations.
We all wince at the thought of how Xerox utterly failed to innovate on PARC's inventions, allowing Apple and Microsoft to run away with most of them.
Some people may wince at the idea of paying top dollar for a full tank of gas, but you actually save a lot more gasoline if you spare the extra money to load a full tank.