Chips made out of Shrimp (you can find them at Costco, for now)
Specifically, they’re chips containing 13.5% shrimp.
Which isn’t even close to being most of the chip itself.
Another way to put it is that these chips are 86.5% not shrimp.
They’re two ways of saying the same thing, but one is framed as the positive, and the other is framed as the negative.
One might give us more pause than the other.
The first makes us think that’s more than 1/8th!
And then we think, that’s still not a lot…
But the other quickly communicates that this product is mostly not what it’s hanging its hat on.
In a nonfood-related realm, if we think we have an 80% chance at success, well that hits a little different than viewing it as a 20% chance at failure.
EXAMINING THE DATA FROM A DIFFERENT PERSPECTIVE CAN SHAPE THE DECISIONS WE MAKE.
[We bought those chips so you wouldn’t have to, and according to Ben they’re 100% worth it.]