Consumer: If you buy a watch at a department store and use it only in the way it was intended to be used, but the watch stops working the next day, then the department store will refund your money. So by this very reasonable standard, Bingham' s Jewelry Store should give me a refund even though they themselves are not a department store, since the watch I bought from them stopped working the very next day.
The consumer's argument relies on the assumption that the consumer did not use the watch in a way contrary to the way it was intended to be used.