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Consumers need choices. If you eat Ritz crackers every day of your life, eventually you might want to try a Saltine. Many of these "Generic" brands are not generic at all. As a matter of fact, some of these are far better that the "Category Identifiers that you are more familiar with. Take Irish Cream Liquor as an example. What's the first brand that you think of? Probably Bailey's (R). Saint Brendans Irish Cream is just as good, if not better for less than half of the price! The difference is that Bailey's spends a ton of money in advertising. Have you ever seen a Bailey's commercial during the holidays? Did you know that a 30 second spot costs around $2 million? Someone has to pay for that and it is almost always the consumer.

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