From Rory Sutherland, https://www.edge.org/conversation/rory_sutherland-things-to-hang-on-your-mental-mug-tree …pic.twitter.com/tAV5uYFbJq
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Tangentially, the heuristic I used to give people confused about what to feed their dogs was 'if you've seen the brand on TV, don't buy it.'
There wasn't some principle behind this, I'd just noticed that TV-advertised brands were overpriced relative to quality