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I think you accounting brand name and loyalty too high there, just go out and look at price comparison and ask yourself one question.  Why your brand name product need to drop to price to the  level of a generic china made product?   The best example is DVD player, but you can see the same pattern on everything you buy.  When the cheap product arrive the brand name product will need to drop price to compete.  This concluded that most people arent looking at brand name and loyalty as their primary choice,  Their primary choice is perfect subsitute with a lower price.  Please don't tell me about durability and function, most of the cheap generic brand can do more function than your brand name product.  I used to be a fanbot on brand name items that I usually have top notch stuff on my home entertainment center in the living and dirt cheap electronic in all the other bedrooms.  But then the so called reliable brand name start breaking again and again while my dirt cheap electronic is staying perfect condition with more function, I began to ask myself what the fuck is going on.  This is no bullshit, I went back to PC Richard 6 times within 2 days to exchange my Samsung Blue ray player because it keep getting the blue screen of death and the store manager getting angry and frustrated too because he is losing money for every box I opened, so I give up and add the extra money for a PS3 slime which just released for like 2-3 weeks ago.  My point is all brand name or generic brand have problem,  just because you hear a brand name more often does not mean its more reliable than others.  Loyalty and recognition will help a product sell at a higher price point but it'll lose its attractiveness as the price gap becoming bigger and bigger.