Its why for instance if you look at their cosmetics section for example you'll only see one or two brands of toothpaste, one or two brands of deodorant, one or two brands of soap or shampoo. Its the same throughout the entire store for all sections. Youll only see the high end big screen TV's, high end tires, etc. They only accept proven brands that consistently remain #1 consumer favorites, and get rid of anything that is questionable or falls below standard.