In the figure below, $40,000 for certain is as desirable as $47,000 with risk. 
Definitions:
Selling Price
The price at which a product or service is sold to the consumer.
Mercola
A brand and website known for its health-based products and controversial wellness information.
Break-even
The point in business where revenues equal expenses, resulting in no net loss or gain.
Mark-up
Extra costs applied to the basic price of goods for overhead absorption and profitability.
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