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The conclusion is about people who are deterred by the name "imitation butter"...so C is outside the scope of the argument.
I think E is right because it most directly attacks the reasoning behind using the term LITE. The argument for using LITE is that people would be deterred by the term IMITATION and choose a higher fat content Butter. Whereas E says people in fact choose the lower fat content butter implying that LITE is actually NOT really required in that people are not unnecessarily fooled into making a wrong choice because of the usage of IMITATION.