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Why would Craig, the manager of the market in the video, decide to set the price of the soda at $3.40, instead of $3.50, which

Why would Craig, the manager of the market in the video, decide to set the price of the soda at $3.40, instead of $3.50, which is the price that yields unit elasticity? Is it wrong for him to set the price at $3.40? What is acceptable?

video: https://mediaplayer.pearsoncmg.com/assets/0S5rHNzOnzBvu0qjRzlkDkjgzPW8wQaY

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