I want milk, cheese and eggs, not exotic spices and silks. When so much else about the duopoly is identical, surely the layout could be standardised?

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Why is it so hard to walk into an unfamiliar supermarket and find what you need?

You may have shopped at your grocery duopoly brand of choice for years, yet wander into any outpost for the first time and you’ll be craning your neck to read the signs at the end of each aisle, trying to divine by vibe alone whether the cold produce is closest to the checkouts, at the far end, or at the back of the store. “Excuse me, where would one find the cheese?” It just feels weirdly pathetic to seek help in finding your snacks.