> Try 
> http://www.amazon.co.uk/Undercover-Economist-Tim-Harford/dp/0349119856/ he 
> discusses much the same thing though he concentrates on how companies get 
> us to differentiate ourselves by the amount we spend. For example 
> Sainsbury's bananas are 14p each, Sainsbury's Fair Trade bananas are 22p 
> each; do you think the entire extra 8p per banana is going to the grower?

Yeh the article was by him ;-)

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