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Branding is a part of whether or not you VALUE a product but not whether it is like for like. A like for like comparison is two items that can serve the same purpose. Complex items like smartphones are probably more difficult than Plastic soldiers because they are technically multi-purpose items. Toy soldiers aren’t and finding alternatives that can be considered like for like is incredibly easy. Even if you think that like for like has a degree of subjectivity even in the plastic solders market, I have been fairly clear about how I have defined “like for like” so it should not be difficult for people to make judgements based on the same criteria OR challenge my definition of like for like – the latter definitely hasn’t happened.