There’s a classic case with eyeglasses. You decide you’re going to go shopping for a new pair of eyeglasses, and you go into Lenscrafters. You say, I don’t like the prices here. So you go down the road to a place called Pearl Vision, you say, no, no I’m going to go to a cheaper place. So you go to Target Optical, or maybe Sears Optical, or maybe you go to Macy’s Optical. You go to Sunglass Hut. What you don’t realize, because you’re going to all these different branded stores, is that all these stores are all owned by Luxottica, an Italian eyewear Goliath.