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scottie said:

Lets say I am a retailer selling bags of brand name candy. However, I would prefer my consumers to not get too full of candy, because then they won't buy more. I open the bags, and take out a fraction of the candy, and then re-seal them. I sell these bags to the customers without telling them of the change.

This is wrong because

It is harmful and misleading for the customer. The customer is expecting the full amount of candy, and receive less than that.

It is harmful for the company that makes the candy - they aquire a reputation for their candy being unsatisfyingly  small in quantity.

That's a horrible comparison. 

It's more like this. You run a store, you get a new product in, that has a coupon for your direct competitor across the street. You have already had customers come in and order said item. And to top it all off, the manufactuer of the item didn't even bother telling you. What do you do now?