> cares more about various intangibles beyond just the value-for-money Very much, like many premium businesses part of what they are is to ensure everything wi

> cares more about various intangibles beyond just the value-for-money Very much, like many premium businesses part of what they are is to ensure everything will be lovely, easy, and just happen. That is the added value. Take that away and you're competing against ASDA etc. Premium brands need to keep that, it is a very valid market but must be looked after.