The caveat emptor approach understands marketing on a simple model of a contractual exchange between a buyer and seller. From this perspective, busi¬ness has only the responsibility to uphold its end of the bargain by providing a good or service at an agreed-upon price. Unless a seller explicitly warrants a product as safe—unless, in other words, the seller promises otherwise—buyers are liable for any harms they suffer. Every purchase was assumed to involve the informed consent of the buyer and was therefore assumed to be ethically legitimate.