Then Make a Better One

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NORTH

Clean water.

Three-year warranty.

$399

SOUTH

Same water.

Three-year warranty.

$299

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NORTH sells a $399 water filter. SOUTH sells one for $299. They lower prices, hire each other’s engineers, sue, recall faulty parts, and keep trying. A third company publishes a design anyone can copy.

Years later, John’s grandson fills a second glass from the filter by the sink, and slides it across the table.

“One for you.”

This fictional story is interactive with JavaScript enabled. The companies and events are invented.

NORTH

Clean water.

UNCOMMON

We made one too.

SOUTH

Same water.

“One for you.”

Would you still want it if nobody promised you would win?

“Can I help?”

These companies don’t exist.