The book makes it pretty clear that this is one of those amazing triumphs of marketing: if you put "recon" (the tradespeak for reconstituted concentrated OJ) into the Not From Concentrate cartons, people prefer it to NFC juice in recon cartons.

(The other difference, really, is that Tropicana throws a lot of money at designing the "flavor pack" of orange oil and the like that goes into Pure Premium, so it has a consistent taste that consumers train themselves to like. Which, well, makes sense.)