As an educated, consumer, it's freaking exhausting reading ingredients labels for every single yogurt on the shelf, and then every single ice cream, and then every single cheese, and every tortilla, repeat ad-nauseum. I do it, but most people don't.

If companies are allowed to bury the lede enough, customer choice can become ineffective at influencing the market, because it may not be exercised widely simply due to sheer pain-in-the-ass factor.