Your friend Lisa Ryan is opening a smoothie shop that will sell a variety of smoothie drinks in the $4 to $5 price range. When you ask her if she is worried that the steep price of smoothies might prompt potential customers to buy a soda or a sports drink instead of a smoothie, Lisa answers, “You’re right. Someone could substitute a soda or a sports drink for a smoothie and save a lot of money. Is there anything I can do to discourage that?” What do you tell her?