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... aware of the true potential of the business. They couldn't let it go to waste just because of the stubbornness of one man even if he was the one who came up with the idea. Zach had a keen understanding of market forces and was able to recognize that pricing his product lower than the princess, even temporarily, could lead to a host of issues. If he undervalued his sugar, it could create a sudden spike in demand as consumers always sought the more affordable option. The spike would be followed by ...

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