> It's telling consumers that this product is intended to be a substitute and enables comparison shopping on the level of like-for-like. For larger, nationally

> It's telling consumers that this product is intended to be a substitute and enables comparison shopping on the level of like-for-like. For larger, nationally known brands, that makes sense. But for smaller brands like this article is about, TJ will expose many more people to the product than were originally exposed to the brand, leading the original brand to appear like a knock-off.