Mass thinking. Not much different than the news these days.Just like Walmart did in the 90's. You get people thinking that you are always the cheapest, that way they don't even bother going anywhere else because they think it is always going to be. I be you even remember their slogan in your head "always low prices, always". Notice that they don't use that anymore and most times these days they are actually higher. But it's embedded in you to think that way.