It's particularly interesting that the article either failed to mention house brands / non branded alternatives. (or the numbers are so small they weren't worth

It's particularly interesting that the article either failed to mention house brands / non branded alternatives. (or the numbers are so small they weren't worth mentioning...) For example I'm not talking about pepsi vs coke vs mecca cola, but something like Safeway Select or Walmart Great Value. As a consumer I would expect that to be the happy place for, no pun intended, great value for my money. These brands have nothing to offer but price and quality, and so I expect to get an excellent compromise of the two.