How would this be applied? I feel like nearly every grocery store chain in the USA has it's own brand competing with same 3rd party brands they carry. Whole Foods had "360", Walgreens has "Nice". It's been too long since I've been to a Safeway, a Lucky's, a Ralph's, etc but it became pretty clear that each one had it's own brand. And let's not forget Trader Joe's which is almost 90% all it's own brand.