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I think you're on the right track, but it's hard to prove anything. Deodorant is also a private product, but advertised widely. It would be interesting to see what sectors spend more on advertising compared to the "size of the market" but I don't know if that would be total revenue or total profit. Automobile brands advertise heavily but gasoline brands are almost invisible. The other night I saw a Mercedes driving up. It was easy to spot because the famous logo was illuminated. I figured it was a tacky aftermarket accessory, but it's a $480 manufacturer option.