8 April

Humans like to form teams, and then to compete with other teams. The underlying principle of all of society, if you look, we learn it at school but our adult lives are this too, whether it's the cars we drive, the people we vote for, the bands we like etc. It's why team sports is so popular. In retail, companies know this and create fake brands, so that people can feel like they're choosing between options, in their teams. Thanks Ed for the image.