The store is directly keyed to aroused visitors concern over their health and to capitalize on real and imagined problem by offering solutions that,incidentally,cost more than the customer may be able to afford. Health food store patrons are often cajoled into buying tonics that promise to make the functioning of organs even better,regardless of whether an improvement is called for. Promotion of expensive products that consumers do not actually need takes considerable initiative and insight. On occasion,there may even be some slight disregard for truth in an entrepreneur's zeal to cure customers of ills-for a price.