The hopelessness of generic foods - Rob Felt

Walking down the long colorful isles of a grocery store, we consumers are faced with countless choices at every turn. Whether it's the 35 types of toothpaste, 18 different boxes of macaroni and cheese or the 20 feet of shelving for cooking oils, we are forced to make considerations before putting anything in our baskets.

During these watershed moments in consumerism, I'd always been able to select by process of elimination. It was a simple formula – eliminate all of the generic store brands and decide between the two most well known competitors.