Some industries (My example: Surley at REI, the call will ruin their brand) believe that they best serve their audience when the product is available everywhere. It's pretty rare to find a book that's only available in one chain of bookstores, or a pain reliever that's only in one sort of drugstore.
The thing is, scarcity creates value. You can't get a Pepsi at McDonald's. You can't buy Hermes at Target. By limiting choice, you can create value. Exclusivity is often underrated.
Seth Godin
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