In retail terms, a “loss leader” is merchandise sold below cost in order to increase store traffic and sales of other items on shelves.
A store owner might lose a few bucks selling one heavily discounted gadget, but make up for it handsomely through other sales.
Wisconsin’s high-tech loss leader these days are human embryonic stem cells. No one is making much money – yet – on sales of stem-cell licenses or products, but the state’s highly advertised expertise in the technology is forcing others to look at what else is inside the store.