schemers may charge a large sum of money for their products
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Schemers may charge a large sum of money for their products. Partly this is because they know people are desperate enough to pay ridiculous sums of money in the vague hope of regrowing their hair. However, professional advertisers know that selling a product at a cheap price can give it an unfavorable image among potential buyers. More expensive equates to better quality, better able to do the job, a more prestigious product. We as buyers are not used to cheap products especially when it comes to hair and skin products. Cheap immediately suggests to us inadequate and substandard and we might ask what's the catch? Schemers know this and pitch their product at a price high enough to convince people it is a quality product but low enough for most people to take the risk of buying a product they know nothing about.

Elaborate expensive web sites/advertisements. Some scam web sites or advertisements are truly a work of art. Some web sites can be very complex with little actual information, all gloss no substance. Their slick presentation simply takes your breath away. You are so impressed that it helps you believe their incredible claims. These schemers are using professional advertisers tricks to convince you to buy their product. As part of this they may blind you with science and big long unexplained words, even make up their own words and classifications.

One web site that appeared in 1996, and unfortunately is still running, is a very glossy, well presented scheme selling a certain compound to treat just about all forms of alopecia. The trickster has given an in depth explanation of how his product works that is very detailed and based on his own apparent research into baldness as a professional chemist. He describes a mechanism of baldness using his own made up words and phrases. A classic example of pseudo scientific mumbo jumbo. Reading the comments from people in Usenet news groups the web site clearly does what it is intended to do. People do not understand the explanation but they are so impressed that some have bought the expensive product.