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I just bought some vitamins yesterday. Both bottles had cotton in them. I kept pulling out more and more and more cotton balls until I realized the bottles were only 1/4 full of vitamins.
I'm guessing marketers have data that shows a large percentage of people, if viewing two bottles on a shelf with the same label (like "Vitamin C") will always grab the larger bottle, even if it's the same quantity/price as the smaller bottle.
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