That just means branding will become even more important to differentiate you from your competitors. It's not like this is new; grocery goods have been function

That just means branding will become even more important to differentiate you from your competitors. It's not like this is new; grocery goods have been functionally the same among categories for decades now. You can buy unknown brands at the dollar store for less money. But then it's only the strong brands that will rise above the sea of Chinajunk to be more than that.