What happens when every distributor in town represents the same manufacturer?  Extending this thought, let’s assume at least a few of these distributors “sell” several of this manufacturer’s competitors. To better understand the situation, let’s change the scenario up a bit and take a trip to America’s number one retailer, Walmart.  Wandering through the megastore, we find ourselves in an aisle containing colas and other soft drinks.  Looking around we see Coke, Pepsi and over a half dozen other brands, including a “house brand” named after the iconic Sam Walton.  Walmart has them all. Does this giant retailer sell a lot of cola?  If you consider “selling” as a transaction, the answer is yes.  However, if you count “selling” as an activity where users are convinced to by one brand over another, the answer is a definitive no.  The truth is, Walmart doesn’t care which brand you buy as long as you conduct your transaction within their walls. ...