A recent Fortune article entitled "Wal-Mart: the New FDA" questions the wisdom of Wal-Mart's response to anti-Bisphenol-A advocates groups perfectly illustrates ideas put forth in David Baron's Business and its Environment particularly his ideas about the role and relative importance of "Four I's" (issues, interests, institutions, and information), the four strategies that firms have for addressing non-market issues, and stages or "life cycle" through which non-market issues pass.

What the article makes clear is that any product or service giving rise to a non-market issue involving the health and safety of the children of any age, including the unborn, is one which is hard, if not impossible to fight with facts. Here emotion trumps rationality.