There's a lovely story I heard about generic drug manufacturers in India.
When Indian firms started to produce copycat drugs in bulk, they'd sell them for only a shade over cost price - maybe 10% of the price of the branded version. Some of them were lifesaving; but they just weren't shifting.

The reason turned out to be that people were so used to the drugs being hyper-expensive, they reasoned that anything that cheap had to be ineffective. Once the manufacturer tripled the price, they started selling.
( Enzyme is powered by sunlight, Mon 11 Jul 2011, 14:15, Reply)