somebody suggested looking in the beep beep manual

Put the suggested names in a hat, mix them up and pick one without looking.

There are many ways to figure out how to set retail price. One can start by looking at suggested retail prices. Also looking at competitors' prices and the quality.

Soy was suggested as a substitute but is not a milk product. They were looking for protein substitutes in vegetables, not dairy substitutes. However in the 90's yogurt was suggested as a substitute.

Dunning-Kruger effect was what I was looking for.