Unusual Café

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A new café intends to open and offer to its patrons unusual beverages served in an unusual atmosphere. Prior to beginning construction on its location, it had already secured funding based on the quality of its beverages, which it served to potential investors. But when it conducted intensive tests to gauge the interest of potential customers, it tested not whether they liked the beverages, but whether they liked descriptions of the café's atmosphere.

Which of the following, if true, best accounts for the new café's approach to conducting tests with potential customers?