Cola Wars, Browser Wars, now Mouthwash Wars

Pfizer rules mouthwash market for more than a century with Listerine.
Proctor & Gamble gets jealous and develops Crest Pro Health mouthwash.
Not bothering to poll actual dentists, P&G advertises product as "4 out of 5 dentists would recommend it."
Pfizer sues to prevent "irreparable harm and damage to Pfizer, as well as to consumers."

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