全体的に笑った。

Come back to this. Customers don't want a relationship with a brand.

Consumers don't want relationships with brands

This is not at all a trivial expense. The company has used its own empirical research to not only understand the customer but also to understand the frame of reference of the manufactures and the desire to feature the products in advertising and in stores. They did this to the tune of over $14 Million. We can thus conclude that this very, very successful company is not guessing at this, they know it because they empirically research it.