It could sell the tablet for a loss while hoping to make money on sales of movies, music and books.

WSJ: Amazon Plans iPad Rival

In contrast, a genomics firm like Iceland's DeCode Genetics (nasdaq: DCGN - news - people ) might apply for 350 gene patents--as DeCode did today--that might make money someday, but still post a loss.

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Concerning really big or controversial claims, the insurer will delay the claim as long as they can (make money on financing), then deny it (improve their loss ratio), then defend it if the claimant sues (in-house legal staff can spend a lot more than most consumers operating on their own).

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You could buy out-of-the-money protective puts--options that would make good some of your loss if the stock collapses.

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That money, she says, could help Pfizer make a big acquisition to make up for the Lipitor loss.

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