Q: This is still just one category of O.J.. What happens if you do this for each produt in the store? You might decide to do this for every category in the store and to raise all of the prices. And, you might conclude something totally different. Because people aren't going to stop going to a store just because you raised the price of O.J..

A: So this is phase two of the experiment, let's go out and synchronize.

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