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There is a marketing story of a company that created a cake mix with everything in the box: "just add water and bake".

Sales were poor, and market research and perhaps focus groups determined that people felt slightly guilty that they weren't doing enough work in creating a cake - so the company went back, removed the egg components from the mix, changed the instructions, and sales rebounded.

It's also somewhat similar to the "IKEA effect": https://www.sciencedirect.com/science/article/pii/S105774081...

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