There's an interesting TV ad running right now...
Small independant barber shop, been there for a long time, then a "big box" shop opens directly across the street from him and offers hair cuts for $6. So he goes to a BigBox office supply store and gets a banner sign that says "we fix $6 hair cuts" and 6 months later the competitor across the street closes.

We're supposed to feel happy because the little guy beat out his BigBox competitor. But no one was supposed to notice that he didn't go to a small business sign store for his banner. No, he bought his banner from a BigBox Office supply chain. I guess the small business sign shop was already put out of business, but the local barber still has a chance?