I know that there are exceptions and that middle class people hear about them and go scurrying off to Lidl for their extra-virgin olive oil or whatever, but, generally speaking, the cheaper food isn't as good, is it? When they do those adverts comparing a price of two baskets full of food, the reason that, say, the tomatoes are a fraction of the cost in Aldi is that they are watery and with less actual tomatoes in the can. The toilet paper is half the price because you need to wind twice as much round your hand so it doesn't split and their pop tastes weird. Or am I wrong?