Mr Smith walks into his local supermarket with his wifes' shopping list. He looks down it and notices 'Neutrogena' so goes to try and find it for her. There are various Neutrogena products on the shelf, each with similarly coloured packaging and no way to tell the difference between any of them apart from something called 'Beta Hydroxy' which of course he had no idea what it was. The only difference between the products was the price, so naturally Mr Smith chose the cheaper option.
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