[maxerickson]

If I go to http://www.iodine.com/cold-and-flu and click "Cough", I'm presented with a comparison of Delsym, Mucinex, etc. So the first thing I see is the brands. Then I can look down and see what those brands contain and the generics. But the brand is given prominence.

Putting it another way: I understood that you are indexing off of the active ingredients, I was wondering why you chose to emphasize the brand name products (or how intentional that was...).

[amandalotti]

fair enough! yeah as we've been playing with the design, the generics have moved around a bit. we're still playing, and we absolutely mean to stress generics. that said, from the user's perspective, the thing that's easiest to find on the store shelf is the brand-name product, and then look next to that on the shelf to find the generic equivalent.