Rice Nirvana, a dessert restaurant in lower Manhattan, has recently suffered a serious downturn in its business. This unique establishment, the only one whose menu consists only of rice pudding (but in 32 different flavors), has been very successful ever since it opened a decade ago. But a recent health scare has cut its business in half. For many years, an increasingly larger percentage of young Americans have suffered from strokes, and a recent major study has correlated this increase with the consumption of genetically modified rice. Immediately after that report came out, Rice Nirvana’s patrons stopped showing up.
Denard Denton, the owner of Rice Nirvana, could replace his unique menu with a conventional one, offering ice cream, cake and the like. If he did so, however, his restaurant would soon go out of business, for it is the quirkiness of his food offerings that attracts his customers. He could also switch to heritage rice (that is, rice that has been certified as not having been genetically modified). That sort of rice, however, costs four times as much. In order to stay in business, however, he must do just that, and he must let his customers know that Rice Nirvana now offers desserts prepared from safe ingredients.
What is the main conclusion?