I would love the same thing and have often dreamed of starting such a company. And you're totally right about muji - do you know what its full name means in jap

I would love the same thing and have often dreamed of starting such a company. And you're totally right about muji - do you know what its full name means in japanese? Something like "No logo high quality"! And I do believe it was started with that ethos properly in mind. Another one that comes to mind is, believe it or not, IKEA. IKEA used to be very good, and pretty expensive. But I think that all such high-minded projects, especially once the founder becomes less involved, become subject to the "optimisation" of capitalism. The next CEO after the founder steps down might not be quite so high-minded, and the process known as "quality fade" begins.