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111. The following appeared in a memo from the vice president of marketing at Dura-Sock, Inc. A recent study of Dura-Sock wearers suggests that our company is wasting the money it spends on its patented Endure manufacturing process, which ensures that our socks are strong enough to last for two years. Dura-Sock has always advertised its use of the Endure process, but the new study shows that the average Dura-Sock customer actually purchases new Dura-Socks every three months. Furthermore, Dura-Sock customers surveyed in our largest market, northeastern United States cities, say that they most value Dura-Socks stylish appearance and availability in many colors. These findings suggest that Dura-Sock can increase its profits by discontinuing its use of the Endure manufacturing process. In this argument, the arguer concludes that Dura-Sock could increase its profits by discontinuing its use of the Endure manufacturing process. To support this argument, the arguer cites the result of a survey in their largest market which says that the customers of this market buy Dura-Socks socks because of the stylish appearance and availability in many colors. In addition, the arguer reasons that average Dura-Sock customer actually purchases new Dura-Socks every three months. Unfortunately, a careful and thorough analysis reveals several logical fallacies. First of all, the new study serving as evidence for this argument that the average Dura-Sock customer purchases new Dura-Socks every three months is not sufficient to support this argument. Buying the socks every three months does not mean that these customers would throw away their previous socks after being worn for three months. Probably, they would continue wearing their previous socks along with the new ones. What is more, buying new socks frequently does not say that the customers are not concerned about the endurance of the socks. Maybe, it is the long-enduring of the socks attracts the customers first, and then they come to buy it. | 
