I imagine it'll end up like Walmart did! First you get: "Here's our pretty good priced national brand stuff!" Then eventually you get "Our national brand stuff

I imagine it'll end up like Walmart did! First you get: "Here's our pretty good priced national brand stuff!" Then eventually you get "Our national brand stuff is well priced, but you can save some cash if you get our Equate brand stuff!" and eventually, "Here's our Equate stuff for the price you can get the national brand stuff for elsewhere if it's on sale."