In cat food, harder to open = easier to sell

[robotech_master]

I was just feeding my cat some "9 Lives Tuna Select" canned cat food mixed with her dry today, and I couldn't help but notice that this can of cat food did not have a pull-tab lift-off top the way that "normal" cans do these days. I had to open it with a can-opener. And then it hit me: they left off the pull-tab on purpose, to emphasize how "select" this cat food is—you have to put in the extra effort to open it, just like real food.

Sometimes marketing tricks amuse the sheer hell out of me.