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We consider a market in which sellers can exert an informationgathering effort to advise buyers about which of two goods best fits their needs. Sellers may steer buyers towards the higher margin good. We show that for sellers to collect and reveal information, profits on both goods must be sufficiently close to each other, i.e., lie within an implementability cone, which competition or regulation may ensure. Instruments to do so vary with the context. Controlling market power while improvingdoi:10.2139/ssrn.2877214 fatcat:uwunohu3dzct7f6norx4rf45ri