The "semi-true" was aimed as much at the explanation (cheap presentation, which can't be the sole reason, otherwise it would be too easy to successfully imitate

The "semi-true" was aimed as much at the explanation (cheap presentation, which can't be the sole reason, otherwise it would be too easy to successfully imitate) as at the quality of goods (which is often high, but not always). Edeka and Rewe are already out of the cheap range. Mainstream with cheap options very chose to the discounters and very far from the prices in the tiny organic/luxury segment, but still clearly distinguishable from the strictly cheap places.