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What did the store actually print on the carton? It's not clear from the article. Did they say 48 fluid ounces or just 48 ounces? If they didn't say 48 fluid ounces, then I guess they're probably in the wrong. Otherwise the guy is an idiot.
We sort of had an issue with this once. We were making candles for my brother's wedding, and bought this gel stuff at the craft store. It wasn't clear from the packaging whether it was in fluid ounces or weight ounces.
When you're trying to decide how many votives to fill with a fluid (or semifluid in this case), it's important to know how many fluid ounces you have! We eventually decided they must have labeled it with weight ounces, because it didn't come anywhere close to filling all the votives. I feel like that was a problem, and possibly misleading labeling.