As the saying goes, if you stay in the middle of the road for long enough, chances are you'll get run over. Today, the 'Big Four' are matched (or beaten) on quality and price by competitors and new arrivals. It's increasingly apparent that nobody really loves them, nor can they think of a reason to keep shopping with them anymore.
George, at Asda, sells Halloween costumes. They sell the usual zombies, witches, vampires, pumpkins, and then one costume that has sparked an uproar; the mental patient costume. Complete with meat cleaver, what looks like a doctors coat (did the mental patient kill a doctor to get that?) and fake blood, this is one Halloween costume guaranteed to shock.