They accidentally said why it suddenly became unsuccessful.
(media.kotakuinaction2.win)
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It's all about what they're trying to sell.
"This is a good movie, it has convincing actors."
"This is a good movie, it has emotional actors."
"This is a good movie, it has black actors."
What's your selling feature? If your selling feature is just the melatonin count, you've got nothing worthwhile to sell, since millions of randoms off the street have that too. Advertising that is an acknowledgement that there's nothing uniquely good about your product.
And yet when I try to explain this I get attacked. But it’s clear as day