Is There a Brand Placebo Effect?

If Amazon can't demonstrate, if they don't have that influence of a brand, then it's never going to be that successful. Even if it is Lulu Lemon quality at 90% off the price, it still won't be that success. In those categories, there's probably a lot of brand placebo effect anyway. But this is, I mean, it is a completely fascinating thing because it is, in a sense, capitalism trying to reinvent itself. And sometimes succeeding magnificently and sometimes failing, as is inevitable,.