> I am no marketing expert but it seems the non-awkward one will be only 20% Fat I agree, but that doesn't really alter the author's point: Saying '80% fat fre

> I am no marketing expert but it seems the non-awkward one will be only 20% Fat I agree, but that doesn't really alter the author's point: Saying '80% fat free' is likely to sell better than 'only 20% fat'. Daniel Kahneman makes a similar point: When a medical operation was described as having a 90% survival rate two thirds of doctors recommended the procedure. When it was described as having a 10% mortality rate only a third of doctors recommended the procedure.