The brief supports the Plaintiff-Respondents in their dispute with Tillamook County Creamery Association. It argues that the Court of Appeals' decision goes against the purpose of the Unlawful Trade Practices Act (UTPA), which is to protect Oregon consumers. The brief points out that the lower courts wrongly dismissed the plaintiffs' claim that they paid too much because of Tillamook’s false advertising and required proof that the plaintiffs relied on those false statements. It explains that the plaintiffs’ claim is valid and doesn’t need to show reliance. The brief asks the Court to reverse the Court of Appeals' decision.