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Thirdly, even if consumers begin paying as much for Gulf oysters once they become aware of
the bacteria-killing process, the argument's conclusion that Gulf oyster producers will enjoy
increased profits as a result is unwarranted. Profit is a factor of not only revenue but also costs.
It is entirely possible that the costs of employing this new process for killing bacteria, or other
costs associated with producing Gulf oysters, will offset additional revenue. Besides, a myriad
of other possible occurrences, such as unfavorable regional weather or economic conditions,
might prevent the Gulf oyster producers from being as profitable in the foreseeable future as
the argument predicts.
In sum, the argument is unpersuasive as it stands. To strengthen it the argument's
proponent must consider and rule out all other possible explanations for the willingness of
California consumers to pay a premium for Atlantic oysters, and must convince me that with
consumer awareness of the bacteria-killing process Gulf oysters will become just as desirable
as Atlantic oysters. To better assess the argument's claim that profits for Gulf oyster producers
will increase as an end result, I would need to know whether Gulf oyster producers will incur
the expenses involved in killing the bacteria and, if so, the extent to which these expenses will
impinge on the producers' profits.
Argument 59
The following appeared in a memo from the marketing director of "Bargain Brand" Cereals.
One year ago we introduced our first product, "Bargain Brand" breakfast cereal. Our very low
prices quickly drew many customers away from the top-selling cereal companies. Although the
companies producing the top brands have since tried to compete with us by lowering their
prices, and although several plan to introduce their own budget brands, not once have we
needed to raise our prices to continue making a profit. Given our success selling cereal,
Bargain Brand should now expand its business and begin marketing other low-priced food
products as quickly as possible.
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