Yes, and whoever creates the most value will (and should) win. tangent: I've noticed ALDI products are often the same quality - and the same price - as the "ge

Yes, and whoever creates the most value will (and should) win. tangent: I've noticed ALDI products are often the same quality - and the same price - as the "generic/home/no name" brands of regular supermarkets. But in nicer packaging. Basically, generic brands are high enough quality these days, but people will pay more for shiny. (I can feel this in myself). To out-ALDI ALDI, you'd sell generic brands in generic packaging.