Speed vs. safety Imagine that you are in charge of selling a car that is very fast but not very safe. Let us call it a “Bugatti.” (When people complained about the poorly designed brakes of his cars, Mr Bugatti himself is alleged to have said: “My cars are for driving, not for braking.”) The problem is that your customers too often choose a car that is less fast but more safe. Let us call it a “Volvo.” To increase sales of your car, you decide to start selling a decoy. What features should it have? If you put speed on the x-axis and safety on the y-axis, you get a graph exactly like Figure 3.7, in which the Bugatti is the target and the Volvo the competitor. The decoy must go in the box marked C. The fact that the decoy is below both target and competitor means that it is less safe than both the Bugatti and the Volvo. The fact that the decoy is left of the target but right of the competitor means that it needs to be less fast than the Bugatti but faster than the Volvo. Notice that a vehicle that is inferior to both cars in both respects – let us call it a “golf cart” – would not do the trick.