An online retailer is interested in sending e-coupons to existing customers likely to use the coupon. The product normally retails for $25 but can be purchased for $20 with the e-coupon. It costs $5 to make the product and nothing to email the e-coupon. If a cost/benefit matrix were created for this situation, what is the value of a false negative outcome?

A) $20

B) $15

C) $5

D) $0