Each time you go to the store and make a purchase, you in effect are helping to shape public opinion. If you purchase Product X, when it is scanned at the checkout counter, it is immediately noted for reorder. Had you chosen Product Y instead, you would have created a reorder for Product Y. The reason why this is important is that every purchase is a net win for one company and a net loss for every other competing company. When enough of Product Y is moving versus Product X, it will get more shelf space, closer to eye level than product Y Go into the grocery store and see which cereal is at eye level and which is on the floor and you will know where the money is being made.