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Two recent events in vastly contrasting industries serve to bring the spotlight on a long suspected tendency of consumers to equate price with value.
One was the the recent conviction of a high profile wine dealer who cleverly (but not overly so) slapped on labels of expensive vineyards on vanilla wine while the other was the second successful bid for replacement of fighter jets by the lowly priced but evidently highly valued Gripen jet from Sweden that beat out more marquee names.
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