ABSTRACT
My local Shop-Rite recently offered what seemed to be a pretty good deal on Diet Pepsi, so I bought two cases. At the register, one case rang up at the sale price featured on the big sign near the stacks of cans. But I was charged full price for the other. I complained to the service desk, where an assistant told me that the display was clearly marked “limit one.” But I hadn’t seen the “limit one” sign, and when I went back to the display I still couldn’t see it. I then asked the service clerk to show me the sign. Sure enough, there it was. Well, I think it was there, because it wasn’t actually visible. “Limit one” was printed in small type inside a graphic about the size of a standard business envelope posted about twelve feet off the ground (figure 8.1). A “limit one” sign that Daniel Boone couldn't read with the Hubble Telescope. https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9781315022819/c37699f6-0b8b-4d58-ae2f-80a37cf794f7/content/fig8_1_C.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>
