In our second year a supplier offered a range of oils priced at a fifth of the famous perfumes they were sold as copies of, with a card of borrowed names to keep under the counter.
The arithmetic was extremely attractive. It would have roughly doubled that year, and every shop on this street was offered the same thing.
We said no, and the reason was not principle alone. Those comparisons are usually inaccurate. The customer discovers that in week two, and the person they blame is whoever told them, which is the shop.
Thirteen years later the offer still arrives about twice a year and the answer has not changed. What we sell instead is a counter with a hundred and eighty bottles open on it, which is slower and is the reason people bring their families in.