> commodities The issue for consumers is that every decision now is about weighing up brand differentiation - DTC is no longer about commodities, but about nic

> commodities The issue for consumers is that every decision now is about weighing up brand differentiation - DTC is no longer about commodities, but about niches. Unless you absolutely know the exact type of product you want (i.e. you definitely want some flakes of corn), my take is we're shopping in "ranges". e.g. I need something to eat for breakfast, and I won't be offended at paying more than £X for it. I find it the same with soap - on a basic level, a 35p bottle of handwash is the same as a more expensive one, but I've now been primed that there's this range of prices I won't be offended at paying, and if something more expensive is reduced into that range, I'll snap it up as a "deal" because it was out of reach and now it's in reach.