Demonstrated recently when supermarkets in the UK dropped carrying Pepsi and Lays products because they knew that the suppliers costs had dropped but they did not lower their prices for consumers but actually continued to increase them! [https://www.wsiltv.com/news/consumer/pepsi-and-lay-s-pulled-from-supermarkets-in-europe-over-price-increases/article_ca402e22-3dd1-5c17-9e2f-a589240a320c.html](https://www.wsiltv.com/news/consumer/pepsi-and-lay-s-pulled-from-supermarkets-in-europe-over-price-increases/article_ca402e22-3dd1-5c17-9e2f-a589240a320c.html)
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