Fraud wasn't mentioned. Take for example the Pepsi challenge, in a blind test people reliably choose Pepsi, but knowing brands, they choose coke. Coke are suc

Fraud wasn't mentioned. Take for example the Pepsi challenge, in a blind test people reliably choose Pepsi, but knowing brands, they choose coke. Coke are successfully increasing sales for something people arguably don't want. Except they do because they feel coke says something about them? They're told coke says something about them? What's the morality implications there? Anyway, whatever your opinion that isn't about finding a customer solution, customers clearly want Pepsi, perhaps with coke branding, marketing is working against that in this case.