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ChristianKl comments on Market Failure: Sugar-free Tums - Less Wrong Discussion
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Whether they can or wether they believe they can't are two different categories. The amount of sugar that a tablet contains is likely relatively low.
If enough think they can't, then (1) those people may be missing out on something that would be useful to them and (2) the company may be missing out on money it could have had from them. Even if it turns out that they're wrong.