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Downfall of Crumbs Shows Limits of American Cupcake Addiction

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Bloomberg
“When you see something that gains adoption so rapidly, that suggests it might also decline rapidly,” said Neeru Paharia, an assistant professor of marketing at Georgetown University who keeps an eye on the line at nearby Georgetown Cupcake in Washington. Demand doesn’t hold up over the course of the day, she said. “It peaks really early and crashes.”
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