Noting that there is little evidence that discounted products are actually of lower quality, the authors wonder if consumers' expectations that discounted products will not get the job done turn out to be self-fulfilling.

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The T-Mobile acquisition "would result in tens of millions of consumers all across the United States facing higher prices, fewer choices and lower quality products for mobile wireless services, " said James Cole, deputy attorney general.

WSJ: U.S. Sues to Stop AT&T Deal

Because JustFab manufactures its products itself, it cuts out the middle man and can offer high quality products at a lower price, says Goldenberg, who was COO of MySpace parent company Intermix Media.

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