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-------Thats like saying that because a bar is already popular at 4-6PM they shouldn't look into having a happy hour.

If the bar is already full, why not have happy hour 4PM-11PM or 9PM-11PM?

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I think the point being made is that however full the bar is between 4 and 6, even if it is the most popular bar in the area it will be even fuller if you have a happy hour, because people who would not otherwise bother to go the bar at that time would make an extra effort to.