If online search is rocket science, selling a new product to the right customers at the right price is black magic, especially for inexperienced small companies.

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What he has never said, and what I attempted, I thought, to appropriately mock yesterday, was the idea that there are magic solutions, that you can put forward a proposal to cut the price at the pump in half on a piece of paper with a couple of magic beans.

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But he is also honest about the fact that there is no magic wand you can wave to suddenly reduce the price of gasoline at your local station.

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And for the price of a ticket, the "reel" magic of Hollywood awaits.

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Price rationing facilitates this and as competitive markets work their magic we notice that quantities and quality are both robust.

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So the magic is really in the what we provide, ease of use and price.

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What is a reasonable price to pay for an eight-man space ship made out of bamboo and magic?

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At that price, it offers a 6-8 month break-even for the typical Magic Mouse user relying on disposable batteries.

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In the case of Sodastream, the company had to fork over the price of a Super Bowl ad to make the campaign work, but the real magic had nothing to do with the actual time on screen.

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